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The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand E
Ebook The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand E
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Adopted internationally by business schools, MBA programs, and marketing practitioners, The New Strategic Brand Management is 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.
- Sales Rank: #676103 in Books
- Brand: Brand: Kogan Page
- Published on: 2012-02-15
- Original language: English
- Number of items: 1
- Dimensions: 9.65" h x 1.11" w x 7.48" l, 1.98 pounds
- Binding: Paperback
- 512 pages
- Used Book in Good Condition
Review
"If I had to use just one word to describe this book I would say it is comprehensive...it provides guidance through the entire branding process...No aspect of brand management is left untouched."
--Michael Baicoianu, Branduniq.com
Praise for earlier edition:
"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." --Journal of the Market Research Society
"Kapferer continues to be on the leading edge." --Earl N Powell, President Emeritus, Design Management Institute
"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 brands!" --Design Magazine
"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
Brand managers, marketing practitioners and branding and marketing students
About the Author
Jean-Noël 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. He is also the author of The Luxury Strategy (Kogan Page).
Most helpful customer reviews
2 of 2 people found the following review helpful.
The best, most comprehensive branding book I've seen in my decades long career
By dnewspeak
This book contains just about everything you'll need to know about branding. I've been in the communications business since the 1970s, having begun my career on New York's Madison Avenue at BBD&O, Young & Rubicam and J. Walter Thompson. I've also worked in marketing at Coca Cola, was a creative director at Time Warner, and worked as a communications consultant for more than a dozen Fortune 500 companies in America, and for the Asian Development Bank (ADB) in Manila, Philippines and the United Nations in Bangkok, Thailand. In these jobs, I've handled advertising, corporate communications, marketing, focus groups, and every kind of creative material in print, motion and sound. I rarely read marketing books because I find they have little of anything to say that I do not already know. In 2010, I was asked to do a brand review proposal for ADB. I always handle this stuff simply from my own knowledge and experience. However, I found this book in the ADB library, was intrigued, and ordered a copy, which I read cover-to-cover. When I was finished I could only say that I wished I had read this book 20 years earlier because I would have been able to offer my clients so much more. Not only does this book cover all you need to know about branding, but it's also filled with scores of case histories, which were especially interesting to me because I had worked on some of these company accounts while working at New York City ad agencies or directly as an employee at or consultant to the company--Burger King, Coca-Cola, Proctor & Gamble, among them. These case histories, which spanned decades were spot on to what I experienced with these companies, and also allowed me to follow up on strategies that I was aware of in the 1970s, 1980s, and 1990s as they changed through the decades, and either succeeded or failed. Yes, this is a textbook. But I find textbooks the best way to learn because the good ones start with the basics and cover all sides of an argument, which is why I have a library of art, history, and science textbooks on my shelf. This is not an easy read and you will find yourself having to take notes and rereading certain sections over and over. But no matter how long you've been in the business, you will not find a more comprehensive branding book anywhere. Pay the extra dollar and buy this book. You will thank yourself for doing it.
1 of 1 people found the following review helpful.
I love this book and treat it as my "brand strategy ...
By James Scott Talgo
This is a second copy for me...I love this book and treat it as my "brand strategy bible". It rings true with what I've experienced in 40+ years of building strong brands and offers both fresh new practical tools along with entirely new perspectives. This is best thinking that I've encountered.
0 of 0 people found the following review helpful.
The classic brand management resourse
By Nathan Cawood
By far the best book on brand management I've ever read. This is the classic branding book, and should be required reading for that anyone who is tasked with managing a companies brand. I refer to this book more often than any on my shelf or tablet.
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