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-Noel Kapferer. The New Strategic Brand Management is simply the 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. 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. 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. 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; The New Strategic Brand Management remains at the forefront of strategic brand thinking.
Develop your understanding of brand management and strategic brand thinking with this essential, definitive reference source designed for both professionals and students.
Chapter - 00: Introduction - Building the Brand when the Clients Are Empowered;Section - ONE: Why is Branding So Strategic?;Chapter - 01: Brand Equity in Question;Chapter - 02: Strategic Implications of Branding;Chapter - 03: Brand and Business Models;Chapter - 04: Brand Diversity - How Specific Are Different Sectors?;Chapter - 05: Managing Retail Brands;Section - TWO: The Challenges of Modern Markets;Chapter - 06: The New Brand Management;Chapter - 07: Brand Identity and Positioning;Section - THREE: Creating and Sustaining Brand Equity;Chapter - 08: Launching the Brand;Chapter - 09: Growing the Brand;Chapter - 10: Sustaining a Brand Long Term;Chapter - 11: Brand and Products - Identity and Change;Chapter - 12: Growth Through Brand Extensions;Chapter - 13: Brand Architecture;Chapter - 14: Multi-Brand Portfolios;Chapter - 15: Handling Name Changes and Brand Transfers;Chapter - 16: Brand Turnaround and Rejuvenation;Chapter - 17: Managing Global Brands;Section - FOUR: Brand Valuation;Chapter - 18: Financial Valuation and Accounting for Brands
"New exciting ideas and perspectives on brand building." * Philip Kotler, 'The father of modern marketing' *"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." * Editor, The 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 *"A fully and highly informative text. Well-written and brought to life through numerous appropriate examples." * International Journal of Research, 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 *"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 *"I have been 'blown away' by the depth of thinking, the rigour and the organized structure. It far surpasses anything I have encountered in the world of branding." * Scott Talgo, Managing Director at J Scott Consulting *"The best book on branding." * Design Magazine *
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
Kogan Page Ltd
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