The New Strategic Brand Management: Advanced Insights and Strategic Thinking, Fifth Edition

  • 16h 12m
  • Jean-Noël Kapferer
  • Kogan Page
  • 2012

Adopted internationally by business schools, MBA programs, and marketing practitioners, The New Strategic Brand Management is the reference source of choice for senior strategists, positioning professionals and postgraduate students. Over the years it has established a reputation as one of the leading works on brand strategy.

The fifth edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by brand strategists today, supported by numerous international case studies. 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, the new dynamics of targeting and the comeback of local brands.

About the Author

Jean-Noël Kapferer is an internationally recognized authority on brands and brand management. A Professor of Marketing Strategy at HEC Graduate School of Management in France, he holds a PhD from Northwestern University. He is also the author of The Luxury Strategy (Kogan Page).

In this Book

  • Brand Equity in Question
  • Strategic Implications of Branding
  • Brand and Business Models
  • Brand Diversity: How Specific are Different Sectors?
  • Managing Retail Brands
  • The New Brand Management
  • Brand Identity and Positioning
  • Launching the Brand
  • Growing the Brand
  • Sustaining a Brand Long Term
  • Brand and Products: Identity and Change
  • Growth Through Brand Extensions
  • Brand Architecture
  • Multi-Brand Portfolios
  • Handling Name Changes and Brand Transfers
  • Brand Turnaround and Rejuvenation
  • Managing Global Brands
  • Financial Valuation and Accounting for Brands