The New Strategic Brand Management (creating And Sustaining Brand Equity Long Term)

Adopted by leading international business schools. MBA programmes and marketing practitioners alike. The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has only established a reputation as one of the leading works on brand strategy but has also become synonymous with the topic itself. This new edition builds on its impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest models used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by brand strategists today, supported by an array of international case studies. With both gravitas and intelligent insight, this book reveals new thinking on crucial topics including growth in saturated markets • positioning private labels and store brands • decommoditisation • globalisation and market adaptation • innovation in emerging markets • co-branding strategies • brand rejuvenation and turn around • internal branding and corporate branding • managing brand consistency and diversity • financial evaluation of brands. Moving beyond marketing, The New Strategic Brand Management addresses the bigger picture, integrating other components such as business models, HR and finance into brand building. It analyses the specifics of brands in B2B. services, distribution, the internet and the luxury sector. It extends the brand concept to celebrities, universities, towns and nations. About Author: Jean-Noël Kapferer is one of the very few worldwide experts on brands. His book stands out from others with its unique insights, its style of exhaustive analysis and its original perspectives, stemming from his strategic vision, and his international background and experience. A professor of marketing strategy at HEC Paris, he holds a PhD from Northwestern University (USA) and is an active consultant to many European. US and Asian corporations. He also gives executive seminars in the US. China, Japan, Korea and India. He is the author of six books on branding, advertising and communication, including Reinventing the Brand, also published by Kogan Page. You can contact him at www.kapferer.com