The New Strategic Brand Management
The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.
Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, positioning 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.
The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more.
Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer’s market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.
REVIEWS :“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.”
“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.”
“Kapferer continues to be on the leading edge”
Earl N. Powell , President, Design Management Institute, Boston,
USA
“Managing a brand without reading this book is like driving a car
without your license.”
Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co,
Korea
“A heavyweight publication in every sense of the word.”
Paperback, 576 Pages, Dimensions 246 x 189 MM Language English.
Introduction: building the brand when the clients are empowered
Part One: Why is branding so strategic?
1. Brand equity in question
2. Strategic implications of branding
3. Brand and business building
4. From private labels to store brands
5. Brand diversity: the types of brands
Part Two: The challenges of modern markets
6. The new rules of brand management
7. Brand identity and positioning
8. The logic of retail brands
Part Three: Creating and sustaining brand equity
9. Launching the brand
10. The challenge of growth in mature markets
11. Sustaining a brand long term
12. Adapting to the market: identity and change
13. Growth through brand extensions
14. Brand architecture
15. Multi-brand portfolios
16. Handling name changes and brand transfers
17. Brand turnaround and rejuvenation
18. Managing global brands
Part Four: Brand valuation
19. Financial valuation and accounting for brands
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 (USA) and is an active consultant to many European and US corporations. He is the author of six books, including the international best seller New Strategic Brand Management and Reinventing the Brand, both published by Kogan Page.