The New Strategic Brand Management Advanced Insights and Strategic Thinking [Paperback]

Adopted internationally by business schools, MBA programs, and marketing practitioners,The New Strategic Brand Managementis the reference source of choice for senior strategists, positioning professionals and postgraduate students.  Over the years it has established a reputation as one of the leading works on brand strategy.

The fifth edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking, 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. Explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by brand strategists today. 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.

A widely used reference on brand management and strategic brand thinking for marketing professionals and students A magisterial work on brands. --Journal of Product & Brand Management 

After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature. --Philip Kotler

An authoritative, well-researched book. --getAbstract

A fully and highly informative text...well written and brought to life through numerous appropriate examples. --Joulã&