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

Kapferer, Jean-Noël

ISBN 10: 0749465158 / ISBN 13: 9780749465155

Published by Kogan Page, 2012

Most items will be dispatched the same or the next working day. A copy that has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Seller Inventory # wbs7712612273

Synopsis:

<p><b>Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Noël Kapferer.</b><br><br><i><b>The New Strategic Brand Management</b></i> is simply<i> the </i>reference source for branding 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. <br><br>Using an array of international case studies, this book covers all the leading issues faced by brand strategists today, with both gravitas and intelligent insight. It reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands.<br><br>This updated fifth edition builds on the book's already impressive reputation, including new content that will help students and practitioners stay up to date with targeting, with relevant research and market knowledge to support the discipline. <br><br>With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as <b>Audi, Nivea, Toyota</b> and <b>Absolut Vodka</b>; plus models and frameworks such as the Brand Identity Prism; <i><b>The New Strategic Brand Management</b></i> remains at the forefront of strategic brand thinking.</p>

About the Author: <b>Jean-Noel Kapferer</b> is an internationally recognized thought leader on brands and brand management. An Emeritus professor at HEC Paris, he holds a PhD from Northwestern University (USA) and is an active consultant to many European, Asian and American corporations. He is the author of 12 books, including <b><i>The New Strategic Brand Management</i></b>, <b><i>The Luxury Strategy</i></b> and <b><i>Kapferer on Luxury</i></b>, all published by Kogan Page.

Bibliographic Details

Title: The New Strategic Brand Management: Advanced...
Publisher: Kogan Page
Publication Date: 2012
Binding: Soft cover
Condition: Very Good
Edition: 5th or later Edition