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The New Strategic Brand Management

The New Strategic Brand Management Advanced Insights and Strategic Thinking

Author: Jean-Noël Kapferer
Publisher: Kogan Page
ISBN: 9780749465155
Published In: January 2012
Format: Paperback , 512 pages
Jurisdiction: International ? Disclaimer:
Countri(es) stated herein are used as reference only

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The New Strategic Brand Management by Jean-Noël Kapferer is the essential reference source on brand management and strategic brand thinking for all marketing professionals and students.

Adopted internationally by 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 not only established a 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. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. 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, the new dynamics of targeting and the comeback of local brands.

Jean-Noël 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. His other books include The Luxury Strategy (also published by Kogan Page).

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