The new strategic brand management : advanced insights and strategic thinking (engelsk)

Jean-Noël Kapferer

Detaljer

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Beskrivelse

Summary: "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-Nol︠ 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 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"

Indhold

Seneste udgave, bog

Indhold: Introduction: Building the Brand ; Part One Why is branding so strategic? ; Brand equity in question ; Strategic implications of branding ; Brand and business model ; Brand diversity: how specific are different sectors ; Managing retail brands ; Part Two The challenges of modern markets ; The new brand management ; Brand identity and positioning ; Part Three Creating and sustaining brand equity ; Launching the brand ; Growing the brand ; Sustaining a brand long term ; Brand and products: identity and change ; Growth through brand extentions ; Brand architecture ; Multi-brand portfolios ; Handling name changes and brand transfers Brand turnaround and rejuvenation ; Managing global brands ; Part Four Brand valuation ; Financial valuation and accounting for brands