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.
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.
