The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term

Front Cover
Kogan Page Publishers, 2008 - Business & Economics - 560 pages
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-NoŽl 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 a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.
 

Contents

Building the brand when the clients are empowered
1
Why is branding so strategic?
7
The challenges of modern markets
135
Creating and sustaining brand equity
201
Brand valuation
501
Bibliography
531
Index
545
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About the author (2008)

Jean-NoŽl Kapferer is an internationally recognized authority on brands and brand management. A Professor of marketing strategy at HEC Graduate School of Management in France, he holds a PhD from Northwestern University (USA) and is an active consultant to many European and US corporations. He is the author of six other books including Reinventing the Brand, published by Kogan Page. Jean-NoŽl Kapferer is an internationally recognized authority on brands and brand management. A Professor of marketing strategy at HEC Graduate School of Management in France, he holds a PhD from Northwestern University (USA) and is an active consultant to many European and US corporations. He is the author of six other books including Reinventing the Brand, published by Kogan Page.

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