New Strategic Brand Management: Advanced Insights and Strategic Thinking (Paperback)
Advanced Insights and Strategic Thinking
Kogan Page, 9780749465155, 512pp.
Publication Date: February 15, 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, 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. Explaining the latest techniques used by companies worldwide, author Jean-Noel Kapferer covers all the leading issues faced by brand strategists 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, the new dynamics of targeting and the comeback of local brands.
About the Author
Praise For New Strategic Brand Management: Advanced Insights and Strategic Thinking…
Praise for earlier edition:
"A magisterial work on brands." - Journal of Product & Brand Management
"After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature." - Philip Kotler
"An authoritative, well-researched book." - getAbstract.com
"A fully and highly informative text...well written and brought to life through numerous appropriate examples." - Journal of 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
"The best book on brands!" - Design Magazine
"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