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The New Strategic Brand Management: Advanced Insights and Strategic Thinking by Jean-Noel Kapferer (Paperback, 2012)

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About this product

Product Information

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-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 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.

Product Identifiers

Publisher
Kogan Page LTD
ISBN-13
9780749465155
eBay Product ID (ePID)
111740705

Product Key Features

Author
Jean-Noel Kapferer
Publication Name
The New Strategic Brand Management: Advanced Insights and Strategic Thinking
Format
Paperback
Language
English
Subject
Marketing, Business
Publication Year
2012
Type
Textbook
Number of Pages
512 Pages

Dimensions

Item Height
245mm
Item Width
188mm
Item Weight
995g

Additional Product Features

Title_Author
Jean-Noel Kapferer
Country/Region of Manufacture
United Kingdom

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5 out of 5 stars
by syncvser_001 Nov, 2020
Excellent
Excellent read with great insight into creating your brand. A must book for every business that wants to increase their brand presence
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