Develop your understanding of brand management and strategic brand thinking with this essential, definitive reference source designed for both professionals and students.
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 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 and the comeback of local brands.
This updated fifth edition of The New Strategic Brand Management builds on its impressive reputation, 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.
New exciting ideas and perspectives on brand building
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!
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
...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.
...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.
Jean-Noël 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) and has written many seminal articles. 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).
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