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Jean-Noël Kapferer

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The New Strategic Brand Management: Advanced Insights and Strategic Thinking Paperback – Illustrated, 3 January 2012

by Jean-Noël Kapferer (Author)

101 ratings

Edition: 5^th

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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.

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Review

"A fully and highly informative text. Well-written and brought to life through numerous appropriate examples."-- "International Journal of Research, The Market Research Society"

"A magisterial work on brands."-- "Editor, The Journal of Product & Brand Management"

"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."-- "David Aaker, author of Managing Brand Equity"

"I have been 'blown away' by the depth of thinking, the rigour and the organized structure. It far surpasses anything I have encountered in the world of branding."-- "Scott Talgo, Managing Director at J Scott Consulting"

"If I had to use just one word to describe this book I would say it is comprehensive. Itprovides guidance through the entire branding process; no aspect of brand management is left untouched."-- "Michael Baicoianu, Branduniq.com"

"Kapferer continues to be on the leading edge."-- "Earl N Powell, President Emeritus, Design Management Institute"

"Kapferer's book is one of the cornerstones of brand management in MBA programs today."-- "Anand P Rarnan, Senior Editor, Harvard Business Review"

"New exciting ideas and perspectives on brand building."-- "Philip Kotler, 'The father of modern marketing'"

"One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics."-- "Rik Riezebos, European Institute for Brand Management"

"The best book on branding."-- "Design Magazine"

About the Author

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).

Product details

ASIN ‏ : ‎ 0749465158
Publisher ‏ : ‎ Kogan Page
Publication date ‏ : ‎ 3 January 2012
Edition ‏ : ‎ 5th
Language ‏ : ‎ English
Print length ‏ : ‎ 512 pages
ISBN-10 ‏ : ‎ 9780749465155
ISBN-13 ‏ : ‎ 978-0749465155
Item weight ‏ : ‎ 898 g
Dimensions ‏ : ‎ 19 x 2.49 x 24.99 cm

Best Sellers Rank: 468,614 in Books (See Top 100 in Books)
- 173 in Business Sales Textbooks
- 277 in Business Marketing Textbooks
- 306 in Market Research Business

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Heribert
gute Quelle
Reviewed in Germany on 8 January 2017
Format: PaperbackVerified Purchase

Ich nutze dieses Buch als Quelle für eine wichtige Arbeit.
Es ist übersichtlich gegliedert und ich habe definitiv vor es nach Abschluss der Arbeit noch einmal komplett zu lesen.
Definitiv ein interessantes, aufschlussreiches Thema über das man nie genug wissen kann.

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Tracy
Excellent book in amazing condition. Great value.
Reviewed in the United States on 29 December 2023
Format: PaperbackVerified Purchase
Really useful book delivered quickly and in excellent condition. Thank you.

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Tracy

Excellent book in amazing condition. Great value.

Reviewed in the United States on 29 December 2023
Really useful book delivered quickly and in excellent condition. Thank you.

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TB
clear structure, great insights
Reviewed in France on 24 August 2013
Format: KindleVerified Purchase
Kapferer suceeds in explaining complex ideas that are often completely mixed up in other publications. the richness of examples combined with clear exhibits are just unique.Each sub-chapter has its own coherence and some case studies are "transversal" throughout the whole book.

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Eva
The Bible of brand Management
Reviewed in Italy on 19 June 2020
Format: PaperbackVerified Purchase
A very, very comprehensive book on Brand Management, which helps you work with Brand strategies. It is mostly theoretical, as it does not go into the "how tos" of many marketing books, but essential to know what is most important in Brand Management and why. Highly suggested.

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Ivan B.
Good
Reviewed in Canada on 27 February 2019
Format: PaperbackVerified Purchase
Good

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