The New Strategic Brand Management: Advanced Insights and Strategic Thinking Jean-Noel Kapferer’s book is an English-language study guide on brand management. It is aimed at professionals and higher-education students who work on or are interested in strategic brand development.
This reference work is used internationally in business schools and MBA programs. It offers in-depth insights into contemporary challenges in strategic brand management. Kapferer covers topics such as brand culture, private labels, and local brands, supported by international case studies from, among others, Audi, Nivea, Toyota, and Absolut Vodka. It also introduces the Brand Identity Prism, an important model within the discipline.
The new edition includes up-to-date knowledge on audience targeting, brand identity, and brand equity. With separate sections for luxury, corporate, and retail brands, this book is an indispensable source for strategists and marketers who want to deepen their expertise.
Features:
- Describes the latest strategies for effective brand management
- Focused on strategic brand concepts and practical applications
- Rich in international examples and current research
- Also covers brand equity and best practices in branding