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Innovation and Best Practice
for Business Success

Established 1967

The New Strategic Brand Management

The New Strategic Brand Management

Advanced Insights and Strategic Thinking

Jean-Noël Kapferer


Kapferer's essential, definitive reference source on brand management and strategic brand thinking for all marketing professionals and students.

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About the book

Adopted internationally by business schools and MBA programmes, 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. Using an array of international case studies, Jean-Noël Kapferer covers all the leading issues faced by the brand strategist 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 and the comeback of local brands.

This updated fifth edition of The New Strategic Brand Management builds on its impressive reputation by including new information to enable students and practitioners to stay up to date with targeting, adding recent research and market knowledge to 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, it remains at the forefront of strategic brand thinking.

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


New exciting ideas and perspectives on brand building
Philip Kotler

Kapferer's book is one of the cornerstones of brand management in MBA programs today
Harvard Business Review

A magisterial work on brands
Journal of Product & Brand Management

If I had to use just one word to describe this book I would say it is comprehensive...it provides guidance through the entire branding process...No aspect of brand management is left untouched.
Michael Baicoianu, Branduniq.com

Praise for the previous edition:

An authoritative, well-researched book.

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

Online Reviews:

...offers real new perspectives on the topic of brand management...it is helpful in understanding which steps should be taken at all stages of the brand evolution...I would recommend it to any student in management and to any manager who is willing to keep up-to-date with the latest theories and trends.
Amazon reviewer

...provides a remarkable holistic view of the modern business practices observed through the brand management perspective...a must [read] for every business leader and senior manager, strategic thinker and advanced business student...very original and inspiring.
Amazon reviewer

Book Details

  • EAN: 9780749465155
  • Edition: 5
  • Published: 3rd January 2012
  • Paperback
  • Dimensions: 246x189
  • 512 pages

About the Author

Jean-Noël Kapferer is one of the world's foremost thought leaders on luxury and its 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) and has written many seminal articles. He is a sought after speaker, leading seminars on luxury all around the world 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).

Jean-Noël Kapferer

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