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The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity) [Kindle Edition]

Jean-Noel Kapferer
5.0 out of 5 stars  See all reviews (2 customer reviews)

Print List Price: £39.99
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Book Description

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.

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"New exciting ideas and perspectives on brand building" (Philip Kotler)

"Kapferer's book is one of the cornerstones of brand management in MBA programs today" (Anand P Rarnan, Senior Editor Harvard Business Review)

"A magisterial work on brands" (Journal of Product & Brand Management)

Book Description

Kapferer's essential, definitive reference source on brand management and strategic brand thinking for all marketing professionals and students.

Product details

  • Format: Kindle Edition
  • File Size: 4846 KB
  • Print Length: 512 pages
  • Publisher: Kogan Page; 5 edition (3 Jan. 2012)
  • Sold by: Amazon Media EU S.à r.l.
  • Language: English
  • ISBN-10: 0749465166
  • ISBN-13: 978-0749465162
  • Text-to-Speech: Enabled
  • X-Ray:
  • Word Wise: Enabled
  • Enhanced Typesetting: Not Enabled
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Bestsellers Rank: #387,050 Paid in Kindle Store (See Top 100 Paid in Kindle Store)
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Customer Reviews

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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
5.0 out of 5 stars The best textbook 24 Jan. 2012
Format:Paperback|Verified Purchase
I have used the fourth edition as textbook for my brand management courses for last 4 years. This is an all-encompassing book that covers almost all aspects of brand concepts, and the subject of managing brands. The fifth edition is a real upgrade which refreshingly adds recent researches and market knowledge to the discipline.the only thing missing is the concept of brand vision, however it still remains a comprehensive essential reader for students of brand management.
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5.0 out of 5 stars Five Stars 7 Jan. 2015
By Ariana
Format:Paperback|Verified Purchase
Purchased for university, comprehensive boom
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Most Helpful Customer Reviews on (beta) 3.9 out of 5 stars  10 reviews
9 of 9 people found the following review helpful
5.0 out of 5 stars Excellent book on brand management strategy 3 April 2012
By Audrey AS - Published on
The New Strategic Brand Management is a book that offers real new perspectives on the topic of Brand management. Beyond having dedicated sections for specific types of brands (luxury brands, corporate brands or retail brands for example), this book offers an in-depth theoretical perspective along with very good global illustrative examples. It enables the reader to disentangle concepts such as brand image, brand identity, brand persoanlity, brand territory, brand values etc. It is helpful in understanding which steps should be taken at all stages of the brand evolution (new brand, expanding brand, mature brand etc.)
It also shows how to use a brand to avoid the commodity magnet, how to use a brand architecture to by-pass territory issues or to support brand extension, how to create new brands in the socially inter-connected 21st century of Web 2.0, always from both the manager and the consumer perspectives, in B-to-B and B-to-C environments.
Last but not least, there is a whole section dedicated to the finacial aspect of brand management: brand valuation. I was always wondering how these valuations are made, and I finally understood the complexity and strategies that lead to the numbers that you can read in the press and in rankings.

This book does not offer the colorful pictures that usually fill this kind of books, instead, each page is used to analyze, demonstrate and evaluate a concept or a theory.

I would recommend it to any student in management, and to any manager who is willing to keep up-to-date with latest theories and trends.
4 of 4 people found the following review helpful
5.0 out of 5 stars Extremely well written with relevant, up to date examples and case studies. 3 Dec. 2012
By José Chapa - Published on
I used this book for a Strategic Brand Management class during my MBA. The book is very well written and makes sure that the reader understands the overarching terms found in the book. There are many models and frameworks included and explained in the book, such as the Brand Identity Prism.

The book illustrates these concepts with easy to understand diagrams which help retention and also drive the point. Additionally, these are used to analyze existing brands with popular and obscure examples, making it a very light read.
1 of 1 people found the following review helpful
5.0 out of 5 stars I love this book and treat it as my "brand strategy ... 25 Nov. 2014
By James Scott Talgo - Published on
Format:Paperback|Verified Purchase
This is a second copy for me...I love this book and treat it as my "brand strategy bible". It rings true with what I've experienced in 40+ years of building strong brands and offers both fresh new practical tools along with entirely new perspectives. This is best thinking that I've encountered.
1 of 1 people found the following review helpful
2.0 out of 5 stars Warning. Students beware. 29 Nov. 2014
By Byron Sharp - Published on
Format:Kindle Edition|Verified Purchase
I didn't expect this book to be so poor. It is after all a university textbook. And it's positioned as a more intellectual, European, alternative to Keller's brand management book. But it's confused, full of pointless supposition, even facts are wrong.
1 of 1 people found the following review helpful
5.0 out of 5 stars Brand Management Textbook 10 Oct. 2013
By Abhijit - Published on
This is a fantastic text book; I was particularly impressed by the brand valuation techniques in the last chapter. Overall, this is the best textbook in brand management.
I did a lot of research by getting library books before owning it.
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