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ABOUT THIS BOOK
New Strategic Brand Management, The: Advanced Insights and Strategic Thinking
£39.99

NEW STRATEGIC BRAND MANAGEMENT, THE: ADVANCED INSIGHTS AND STRATEGIC THINKING

PAPERBACK BY KAPFERER, JEAN NOEL

£39.99

ISBN
9780749465155
IMPRINT
KOGAN PAGE LTD
 
 
EDITION
5TH REVISED EDITION
PUBLISHER
KOGAN PAGE LTD
STOCK FOR DELIVERY
IN STOCK
FORMAT
PAPERBACK
PAGES
512 pages
PUBLICATION DATE
03 JAN 2012

DESCRIPTION

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.

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