The New Strategic Brand Management

Develop your understanding of brand management and strategic brand thinking with this essential, definitive reference source designed for both professionals and students.

Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Noël Kapferer. The New Strategic Brand Management is simply the reference source for branding 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. Using an array of international case studies, this book covers all the leading issues faced by brand strategists today, with both gravitas and intelligent insight. It reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands. This updated fifth edition builds on the book's already impressive reputation, including new content that will help students and practitioners stay up to date with targeting, with relevant research and market knowledge to support the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka ; plus models and frameworks such as the Brand Identity Prism; The New Strategic Brand Management remains at the forefront of strategic brand thinking.

Enables students and practitioners to stay up to date with targeting, adding recent research and market knowledge to the discipline

Préface
Contains a section on brand valuation which illuminates the complex strategies behind how brands are ranked in the media

Auteur
Jean-Noel Kapferer is an internationally recognized thought leader on brands and brand management. A professor at HEC Paris, he holds a PhD from Northwestern University (USA) and is an active consultant to many European, Asian and American corporations. He is the author of 12 books, including The New Strategic Brand Management, The Luxury Strategy and Kapferer on Luxury, all published by Kogan Page.

Texte du rabat

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.

Contenu

• • Chapter - 00: Introduction - Building the Brand when the Clients Are Empowered;
• Section - ONE: Why is Branding So Strategic?;
• • Chapter - 01: Brand Equity in Question;
  • Chapter - 02: Strategic Implications of Branding;
  • Chapter - 03: Brand and Business Models;
  • Chapter - 04: Brand Diversity - How Specific Are Different Sectors?;
  • Chapter - 05: Managing Retail Brands;
• Section - TWO: The Challenges of Modern Markets;
• • Chapter - 06: The New Brand Management;
  • Chapter - 07: Brand Identity and Positioning;
• Section - THREE: Creating and Sustaining Brand Equity;
• • Chapter - 08: Launching the Brand;
  • Chapter - 09: Growing the Brand;
  • Chapter - 10: Sustaining a Brand Long Term;
  • Chapter - 11: Brand and Products - Identity and Change;
  • Chapter - 12: Growth Through Brand Extensions;
  • Chapter - 13: Brand Architecture;
  • Chapter - 14: Multi-Brand Portfolios;
  • Chapter - 15: Handling Name Changes and Brand Transfers;
  • Chapter - 16: Brand Turnaround and Rejuvenation;
  • Chapter - 17: Managing Global Brands;
• Section - FOUR: Brand Valuation;
• • Chapter - 18: Financial Valuation and Accounting for Brands