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New exciting ideas and perspectives on brand building (Philip Kotler 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 )
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
(Journal of Product & Brand Management )Book Description
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.
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Most Helpful Customer Reviews
1 of 1 people found the following review helpful
Format:Paperback|Amazon 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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1 of 1 people found the following review helpful
Extraordinary strategic insights that broaden reader's business perspectives
23 April 2012
Format:Paperback
"There is a lot to learn from big brands: they never forget the big picture" - says Jean Noel Kapferer in his latest book. Indeed. There is a lot to learn from the leading branding authority, the author himself. In this book he provides a remarkable holistic view of the modern business practices observed through the brand management perspective.
If anybody started to doubt if brand management is going into a direction of loving itself while decreasing its perceived value, this will not be the case after reading this book. The author provides a crystal clear elaboration of the synergy of the business and the brand concept under the name - the new strategic brand management.
Although this new 5th edition has the same title and visually looks very similar to the previous one, it is in fact a completely new reading. It is a book that visionary opens the new perspectives in the strategic thinking.
I think it is a must reading for every business leader and senior manager, strategic thinker and advanced business student. Personally, I found it very original and inspiring.
If anybody started to doubt if brand management is going into a direction of loving itself while decreasing its perceived value, this will not be the case after reading this book. The author provides a crystal clear elaboration of the synergy of the business and the brand concept under the name - the new strategic brand management.
Although this new 5th edition has the same title and visually looks very similar to the previous one, it is in fact a completely new reading. It is a book that visionary opens the new perspectives in the strategic thinking.
I think it is a must reading for every business leader and senior manager, strategic thinker and advanced business student. Personally, I found it very original and inspiring.
Excellent book on brand management strategy
3 April 2012
Format:Paperback
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.
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.
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