The New Strategic Brand Management

Advanced Insights and Strategic Thinking

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Adopted internationally by business schools and MBA programmes, 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. Using an array of international case studies, 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 and the comeback of local brands. This updated fifth edition of The New Strategic Brand Management builds on its impressive reputation, including new information to enable students and practitioners to stay up to date with targeting, adding recent research and market knowledge to 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; it remains at the forefront of strategic brand thinking.
Jean-Noël Kapferer
"New exciting ideas and perspectives on brand building" -- Philip Kotler Philip Kotler "Kapferer's book is one of the cornerstones of brand management in MBA programs today" -- Anand P Rarnan, Senior Editor Harvard Business Review "A magisterial work on brandsJournal of Product & Brand Management" Journal of Product & Brand Management
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  • Chapter - 00: Introduction: Building the brand when the clients are empowered; Section - ONE: Why is branding so strategic?; Chapter - 01: Brand equity in question; Chapter - 02: Strategic implications of branding; Chapter - 03: Brand and business models; Chapter - 04: Brand diversity: how specific are different sectors?; Chapter - 05: Managing retail brands; Section - TWO: The challenges of modern markets; Chapter - 06: The new brand management; Chapter - 07: Brand identity and positioning; Section - THREE: Creating and sustaining brand equity; Chapter - 08: Launching the brand; Chapter - 09: Growing the brand; Chapter - 10: Sustaining a brand long term; Chapter - 11: Brand and products: identity and change; Chapter - 12: Growth through brand extensions; Chapter - 13: Brand architecture; Chapter - 14: Multi-brand portfolios; Chapter - 15: Handling name changes and brand transfers; Chapter - 16: Brand turnaround and rejuvenation; Chapter - 17: Managing global brands; Section - FOUR: Brand valuation; Chapter - 18: Financial valuation and accounting for brands
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Einband Taschenbuch
Herausgeber Jon Finch
Seitenzahl 492
Erscheinungsdatum 01.01.2012
Sprache Englisch
ISBN 978-0-7494-6515-5
Verlag Kogan Page
Maße (L/B/H) 24.6/19.1/3.2 cm
Gewicht 1017 g
Auflage 5th edition
Verkaufsrang 12088
Buch (Taschenbuch, Englisch)
Buch (Taschenbuch, Englisch)
Fr. 69.90
Fr. 69.90
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