Synopsis
An in-depth account of aspects of brand management, dealing with the concept and practice of brand management in its totality. Examples and case studies are given throughout of brands across the world, paying particular attention to the development of global brands. This second edition is fully updated to take account of recent developments.
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Review
"With its thorough analysis and numerous case studies, this is the best book on brands yet... an invaluable reference." -- DESIGN
From the Publisher
The second edition of Strategic Brand Management will not disappoint followers of Jean-Noel Kapferer's unique style of exhaustive analysis and expert commentary. Anyone wanting a thorough understanding of the new rules of brand management and how to put them into practice will find this latest edition a unique source of inspiration and original thought.
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