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

The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.

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-No�l 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.

REVIEWS :
“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.”

“A solid contribution written with depth and insight. I recommend it to all those who desire a
further understanding of the various dimensions of brand management.”

“Kapferer continues to be on the leading edge”
Earl N. Powell , President, Design Management Institute, Boston, USA

“Managing a brand without reading this book is like driving a car without your license.”
Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, Korea

“A heavyweight publication in every sense of the word.”


BOOK DETAILS :
Paperback, 576 Pages, Dimensions 246 x 189 MM Language English.

CONTENTS INCLUDE :
Introduction: building the brand when the clients are empowered

Part One: Why is branding so strategic?

1. Brand equity in question

2. Strategic implications of branding

3. Brand and business building

4. From private labels to store brands

5. Brand diversity: the types of brands

Part Two: The challenges of modern markets

6. The new rules of brand management

7. Brand identity and positioning

8. The logic of retail brands

Part Three: Creating and sustaining brand equity

9. Launching the brand

10. The challenge of growth in mature markets

11. Sustaining a brand long term

12. Adapting to the market: identity and change

13. Growth through brand extensions

14. Brand architecture

15. Multi-brand portfolios

16. Handling name changes and brand transfers

17. Brand turnaround and rejuvenation

18. Managing global brands

Part Four: Brand valuation

19. Financial valuation and accounting for brands

Jean-Noël Kapferer
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 international best seller New Strategic Brand Management , and Reinventing the Brand, and most recently The Luxury Strategy , all three published by Kogan Page.