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The New Strategic Brand Management – Advanced Insights and Strategic Thinking

Autor Jean–noël Kapferer
en Limba Engleză Paperback – 3 ian 2012
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.
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Specificații

ISBN-13: 9780749465155
ISBN-10: 0749465158
Pagini: 512
Dimensiuni: 189 x 244 x 31 mm
Greutate: 0.98 kg
Ediția:5th edition.
Editura: Kogan Page

Cuprins


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 models 
4. Brand diversity: how specific are different sectors? 
5. Managing retail brands 

Part Two The challenges of modern markets 
6. The new brand management 
7. Brand identity and positioning 

Part Three Creating and sustaining brand equity 
8. Launching the brand 
9. Growing the brand 
10. Sustaining a brand long term 
11. Brand and products: identity and change 
12. Growth through brand extensions 
13. Brand architecture 
14. Multi-brand portfolios 
15. Handling name changes and brand transfers 
16. Brand turnaround and rejuvenation 
17. Managing global brands 

Part Four Brand valuation 
18. Financial evaluation and accounting for brands

Recenzii

"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 earlier edition:

"A magisterial work on brands." - Journal of Product & Brand Management 

"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." - Philip Kotler

"An authoritative, well-researched book." - getAbstract.com 

"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

Reviews from Amazon:

"...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."

Notă biografică


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. He is also the author of The Luxury Strategy (Kogan Page).