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, 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.
With dedicated sections for specific types of brands (luxury brands, corporate brands or retail brands) this fully revised and updated new edition includes international examples and case studies such as Audi, Nivea, Toyota and Absolut Vodka, as well as models and frameworks such as the Brand Identity Prism. The New Strategic Brand Management is the authoritative marketing and branding text used on professional and academic courses worldwide and a must-have reference for professionals.