The New Strategic Brand Management 4th Edition by Jean-Noël Kapferer ISBN 978-0749450854 0749450854

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Product details: 

ISBN 10:  0749450854

ISBN 13: 978-0749450854

Author:  Jean-Noël Kapferer

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 new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking.  Explaining the latest techniques used by companies worldwide, author Jean-Noel Kapferer covers all the leading issues faced by brand strategists today, supported by numerous international case studies.  With both gravitas and intelligent insight, the book reveals new thinking on an array of topics including: brand architecture and diversity strategies; market adaptation approaches; and positioning in the private label and store brand environment.

Table of contents: 

1. Building the brand when the clients are empowered

2. Why is branding so strategic?

3. The challenges of modern markets

4. Creating and sustaining brand equity

5. Brand valuation

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Tags: Jean-Noël Kapferer, The New Strategic, Brand Management