The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term - Softcover

Kapferer, Jean-No�l

4.19

48 ratings by Goodreads

Softcover

ISBN 10: 0749450851 ISBN 13: 9780749450854

Publisher: Kogan Page, 2008

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Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself.

The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-No�l Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more.

Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.

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Review:

"..packed with case studies of brands from all over the world. Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company."
-- Mad.co.uk, 10 March 08

"A heavyweight publication in every sense of the word...you would be well advised to have a copy at arms reach."
-- Marketing, May 2008

"A solid contribution written with depth and insight. I recommend it to all those who desire a
further understanding of the various dimensions of brand management." -- David A Aaker, University of California at Berkeley, and author of Managing Brand Equity

"In addition to the branding process, this new edition also covers other aspects of brand management: brand extensions, name changes, brand revitalization, and global brand management."
-- Choice Magazine

"Kapferer continues to be on the leading edge." -- Earl N. Powell , President, Design Management Institute, Boston, USA

"Kapferer's hierarchy of brands is an extraordinary insight..Author Jean Noel Kapferer brings a brand management classic up to date."
-- Brand Republic

"Managing a brand without reading this book is like driving a car without your license." -- Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, Korea

"New exciting ideas and perspectives on brand building are offered that have been absent from our literature." -- Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management, USA

"The best book on brands!" -- Design Magazine

"Updated and transformed new edition covers strategic brand management, presenting theory and first-hand cases."
-- Journal of Economic Literature

Book Description:

Authoritative marketing and branding text used on professional and academic courses worldwide and a must-have reference for professionals

International examples and cases studies include Volkswagen; IKEA; Calvin Klein; Coca-Cola; and LOral

Supported by advertising in The Wall Street Journal Europe, Business Week and The Journal of Brand Management

Kapferers book is one of the cornerstones of brand management in MBA programs today.

Anand P Rarnan, Senior Editor, Harvard Business Review

A magisterial work on brands.

Journal of Product & Brand Management

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