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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,
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).
Part I: Introduction: Building the brand when the clients are empowered
Part II: The challenges of modern markets
Part III: Creating and sustaining brand equity
Part IV: Brand valuation
|Number of Pages||510 Pages|