The New Strategic Brand Management: Advanced Insights and Strategic Thinking

Front Cover
Kogan Page Publishers, Jan 3, 2012 - Business & Economics - 512 pages
1 Review
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.
 

What people are saying - Write a review

User Review - Flag as inappropriate

For ATM CW1 customer-based brand equity

Contents

Building the brand when the clients are empowered
1
Part One Why is branding so strategic?
5
Part Two The challenges of modern markets
119
Part Three Creating and sustaining brand equity
179
Part Four Brand valuation
439
Copyright

Other editions - View all

Common terms and phrases

About the author (2012)

Jean-NoŽl Kapferer is one of world's foremost thought leaders on luxury and its brands. An active researcher, he is an HEC Paris graduate and holds a PhD from Northwestern University's Kellogg Business School (USA). Kapferer is author of Kapferer on Luxury and co-author of The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands (both published by Kogan Page) and has written many seminal articles. He is a sought after speaker, leading seminars on luxury all around the world at institutions such as HEC Paris, Tsing Hua University Beijing, Seoul Luxury Business Institute and LBI Shanghai. He is also advisor to the president of Inseec Business School (Paris).

Bibliographic information