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The New Strategic Brand Management By Jean-Noel Kapferer

The New Strategic Brand Management

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Develop your understanding of brand management and strategic brand thinking with this essential, definitive reference source designed for both professionals and students.
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The New Strategic Brand Management Summary


The New Strategic Brand Management: Advanced Insights and Strategic Thinking by Jean-Noel Kapferer

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.

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The New Strategic Brand Management Reviews


"New exciting ideas and perspectives on brand building" -- Philip Kotler Philip Kotler "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 brandsJournal of Product & Brand Management" Journal of Product & Brand Management

About Jean-Noel Kapferer


Jean-Noel Kapferer is one of the world's foremost thought leaders on luxury brands. An active researcher, he is an HEC Paris graduate and holds a PhD from Northwestern University's Kellogg Business School. Kapferer is author of Kapferer on Luxury and co-author of The Luxury Strategy (both published by Kogan Page). He is a sought after speaker, leading seminars on luxury worldwide at institutions including 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).

Table of Contents


    • 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

Additional information

GOR006882361
The New Strategic Brand Management: Advanced Insights and Strategic Thinking by Jean-Noel Kapferer
Jean-Noel Kapferer
Used - Very Good
Paperback
Kogan Page Ltd
2012-01-03
512
0749465158
9780749465155
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.