The New Strategic Brand Management: Advanced Insights and Strategic Thinking
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-NoŽl Kapferer covers all the leading issues faced by the brand strategist 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 by 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.
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Building the brand when the clients are empowered
Part One Why is branding so strategic?
Part Two The challenges of modern markets
Part Three Creating and sustaining brand equity
Part Four Brand valuation
Other editions - View all
added value advertising assets become benefits brand architecture brand awareness brand concept brand equity brand extension brand identity brand image brand management brand name brand personality brand platform brand portfolio brand strategy brand values business model buyers cent clients Coca-Cola coherence Coke communication company’s competition competitors consumers core corporate brand costs countries create cultural customers Danone daughter brands differentiation distribution distributor’s brand distributors endorsing brand Europe evaluation example facets fact FIgurE global brands growth innovation intangible investment Kapferer l’Orťal Lacoste Laughing Cow launch leader loyalty luxury brands market share McDonald’s means Nestlť Nivea Orangina parent brand perceived positioning premium private labels Procter & Gamble product brands profits Ralph Lauren range reputation retailers risk Schneider Electric sector segment sell source brand specific sub-brands success symbol target tion typical umbrella brand worldwide