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

Jean-NoŽl Kapferer
5.0 out of 5 stars  See all reviews (1 customer review)
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Book Description

3 Jan 2012 New Strategic Brand Management: Creating & Sustaining Brand Equity

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.


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Product details

  • Paperback: 512 pages
  • Publisher: Kogan Page; 5 edition (3 Jan 2012)
  • Language: English
  • ISBN-10: 0749465158
  • ISBN-13: 978-0749465155
  • Product Dimensions: 24.5 x 19 x 2.8 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 39,654 in Books (See Top 100 in Books)

Product Description

Review

"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

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.

Inside This Book (Learn More)
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Front Cover | Copyright | Table of Contents | Excerpt | Index
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Most Helpful Customer Reviews
2 of 2 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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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.3 out of 5 stars  6 reviews
7 of 7 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 Amazon.com
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.
2 of 2 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 Josť Chapa - Published on Amazon.com
Format:Paperback
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.
5.0 out of 5 stars Brand Management Textbook 10 Oct 2013
By Abhijit - Published on Amazon.com
Format:Paperback
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.
1 of 2 people found the following review helpful
5.0 out of 5 stars Strategic insights that broaden reader's business perspectives 23 April 2012
By Suzana P. Nikiforova - Published on Amazon.com
Format:Paperback
Although this new 5th edition has the same title and visually looks very similar to the previous one, it is almost completely new reading. It is a book that visionary opens the new perspectives in the strategic thinking, building on the same platform of growth directed brand management.
I think it is a very interesting book for business leaders and senior managers, strategic thinkers and advanced business students.
2.0 out of 5 stars Two Stars 21 Sep 2014
By BLC - Published on Amazon.com
Format:Kindle Edition|Verified Purchase
Alternative approaches seem to be more manageable
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