The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity) - Softcover

Kapferer, Jean-Noël

Softcover

ISBN 10: 0749465158 ISBN 13: 9780749465155

Publisher: Kogan Page, 2012

Synopsis

Adopted internationally by business schools and MBA programmes, 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. Using an array of international case studies, Jean-Noël Kapferer covers all the leading issues faced by brand strategists today. With both gravitas and intelligent insight, the book reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands.

This updated fifth edition of The New Strategic Brand Management builds on its impressive reputation, including new information to enable students and practitioners to stay up to date with targeting, adding recent research and market knowledge to the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka; plus models and frameworks such as the Brand Identity Prism; it remains at the forefront of strategic brand thinking.

About this title

Review:

"New exciting ideas and perspectives on brand building" (Philip Kotler)

"Kapferer's 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)

"If I had to use just one word to describe this book I would say it is comprehensive...it provides guidance through the entire branding process...No aspect of brand management is left untouched." (Michael Baicoianu, Branduniq.com)

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Praise for the previous edition:

An authoritative, well-researched book.

" (getAbstract)

"A fully and highly informative text...well written and brought to life through numerous appropriate examples." (Journal of the Market Research Society)

"Kapferer continues to be on the leading edge." (Earl N Powell, President Emeritus, Design Management Institute)

"One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics." (Rik Riezebos, European Institute for Brand Management)

"The best book on brands!" (Design Magazine)

"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 Aaker, author of Managing Brand Equity)

Book Description:

Reveals and explains the latest branding techniques used by companies worldwide

Includes expert advice on best practice for adding culture and content into brands

Enables students and practitioners to stay up to date with targeting, adding recent research and market knowledge to the discipline

Contains a section on brand valuation which illuminates the complex strategies behind how brands are ranked in the media

About this edition

• Publisher: Kogan Page
• Publication date: 2012
• ISBN 10: 0749465158
• ISBN 13: 9780749465155
• Binding: Paperback
• Edition number: 5
• Number of pages: 512