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The New Strategic Brand Management: Advanced Ins...
The New Strategic Brand Management: Advanced Insights and Strategic Thinking 5th Edition
(Paperback)
Publisher: Kogan Page (2012)
Rs. 595
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The New Strategic Brand Management: Advanced Insights and Strategic Thinking 5th Edition (Paperback) Price: Rs.464
Adopted by the world leading business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, marketing and brand directors and postgraduate students. Over the years it established its reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself.
The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Thoroughly updated, transformed and enriched, it is essential for understanding today’s brands and managing them efficiently in today’s markets. Adapted to reflect the issue of low cost competition the main challenge facing brands all over the world, it contains significant new content reflecting the ultra-competitive environment such as,
- How to create premium brands to escape price competition
- Rethinking brands in the era o social media and internet influence
- Rethinking brand platforms to stimulate powerful and creative brand activation
- The need for more culture and content in brands
- Brand or business model? The new face of competition
- How to manage retail brands – is more always better?
- Why did current brand building not prevent the growth of private labels?
- The increasing importance and visibility of corporate brands
- The return of local brands in the face of globalization
- Brand deletion, turnaround and strategic portfolio management
The New Strategic Brand Management also looks at the interrelationship between strategy and brand strategy, relating brand decisions to the growth strategy. Essential reading whether you are a part of multinational corporation or a small dynamic organization, it will help you to develop strong global or local brands.
About the Author
Jean-Noel Kapferer is a worldwide thought leader and expert on brand management. A Professor of marketing Strategy at HEC Graduate School of Management in France, he holds a PhD from Northwestern University, USA and is also a corporate branding consultant. He is also the author of the book The Luxury Strategy (also published by Kogan Page).
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Table of Contents
Part I: Introduction: Building the brand when the clients are empowered
- Why is branding so strategic?
- Strategic implications of branding
- Brand and business models
- Brand diversity: how specific are different sectors?
- Managing retail brands
Part II: The challenges of modern markets
- The new brand management
- Brand identity and positioning
Part III: Creating and sustaining brand equity
- Launching the brand
- Growing the brand
- Sustaining a brand long term
- Brand and products: identity and change
- Growth through brand extensions
- Brand architecture
- Multi-brand portfolios
- Handling name changes and brand transfers
- Brand turnaround and rejuvenation
- Managing global brands
Part IV: Brand valuation
- Financial valuation and accounting for brands
Specifications of The New Strategic Brand Management: Advanced Insights and Strategic Thinking 5th Edition (Paperback)
| Book Details | |
|---|---|
| Publisher | Kogan Page |
| Publication Year | 2012 |
| ISBN-13 | 9780749465155 |
| ISBN-10 | 0749465158 |
| Language | English |
| Edition | 5thEdition |
| Binding | Paperback |
| Number of Pages | 510 Pages |
| Dimensions | |
|---|---|
| Width | 7.48 inch |
| Height | 1.11 inch |
| Weight | 898 g |
Book Reviews of The New Strategic Brand Management: Advanced Insights and Strategic Thinking 5th Edition
Book: The New Strategic Brand Management: Advanced Insights and Strategic Thinking 5th Edition
by J N Kapferer
ISBN Number: 0749465158, 9780749465155, 978-0749465155
ISBN Number: 0749465158, 9780749465155, 978-0749465155
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