The New Strategic Brand Management

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.

Auteur

Jean-Noël Kapferer is one of the world's foremost thought leaders on luxury brands. An active researcher, he is an HEC Paris graduate and holds a PhD from Northwestern University's Kellogg Business School. Kapferer is author of Kapferer on Luxury and co-author of The Luxury Strategy (both published by Kogan Page). He is a sought after speaker, leading seminars on luxury worldwide at institutions including HEC Paris, Tsing Hua University Beijing, Seoul Luxury Business Institute and LBI Shanghai. He is also advisor to the president of Inseec Business School (Paris).

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