Except with some newly inserted new examples, the structure and contents of this new edition are basically the same. The book is very academic, lacking of practitioners' and enough 'how to" perspectives. It talks more about the" why" than "how "of branding. I bought previous 2-3 editions of this book, and this 5th edition is actually old wine in a new bottle, and even the new bottle is not very new. In a world, both online and offline branding are important, and the users-led branding approach has become the new driver of branding, the content of the book basically shows how "old school" of branding that the author is actually coming from. He is more of an OLD SCHOOL BRAND GURU. But in the real world nowadays, many branding warfares are now changing the battlefields to mobile marketing, app marketing, Facebook, Twitter, and many new forms of social media, the author has paid lip service to most of them, and the coverage of branding strategies and approaches for these new battlegrounds is just minimal and insufficient by comparison. It is hard to see this book as groundbreaking, or even as a so called "Branding Bible" like in the past.
I eventually refunded it.
The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity) [Kindle Edition] by Jean-Noel Kapferer is certainly a more exciting, thought-provoking, and timely read. At least it shows the author's passion and efforts to improve and innovate from his previous editions, not just launching new editions for the sake of launching new editions to sell more books.