The New Strategic Brand Management: Creating And Sustaining Brand Equity Long Term (new Strategic Brand Management: Creating & Sustaining Brand Equity)

new_strategic_brand_aw:Layout 1 6/12/07 16:25 Page 1 “New exciting ideas and perspectives on brand building are offered that have been absent from our literature.” Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management, USA 4TH EDITION “New exciting ideas and perspectives on brand building!” Philip Kotler “Kapferer continues to be on the leading edge.” Earl N Powell, President, Design Management Institute, Boston, USA “The best book on brands!” Design Magazine “One of the definitive resources on branding for marketing professionals worldwide.” The Economic Times, India “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, CEO Brand Capital and director of the European Institute for Brand Management Adopted by leading international 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 has also become synonymous with the topic itself. This new edition builds on its impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest models used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by brand strategists today, supported by an array of international case studies. With both gravitas and intelligent insight, this book reveals new thinking on crucial topics including: • • • • • growth in saturated markets; decommoditisation; innovation in emerging markets; brand rejuvenation and turn around; managing brand consistency and diversity; • • • • • positioning private labels and store brands; globalisation and market adaptation; co-branding strategies; internal branding and corporate branding; financial evaluation of brands. Moving beyond marketing, The New Strategic Brand Management addresses the bigger picture, integrating other components such as business models, HR and finance into brand building. It analyses the specifics of brands in B2B, services, distribution, the internet and the luxury sector. It extends the brand concept to celebrities, universities, towns and nations. £35.00 US $70.00 Kogan Page 120 Pentonville Road London N1 9JN United Kingdom www.kogan-page.co.uk ISBN: 978-0-7494-5085-4 Kogan Page US 525 South 4th Street, #241 Philadelphia PA 19147 USA Branding / Business and management KAPFERER Jean-Noël Kapferer is one of the very few worldwide experts on brands. His book stands out from others with its unique insights, its style of exhaustive analysis and its original perspectives, stemming from his strategic vision, and his international background and experience. A professor of marketing strategy at HEC Paris, he holds a PhD from Northwestern University (USA) and is an active consultant to many European, US and Asian corporations. He also gives executive seminars in the US, China, Japan, Korea and India. He is the author of six books on branding, advertising and communication, including Reinventing the Brand, also published by Kogan Page. You can contact him at www.kapferer.com. THE NEW STRATEGIC BRAND MANAGEMENT “Managing a brand without reading this book is like driving a car without your license.” Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, Korea 4TH EDITION THE NEW STRATEGIC BRAND MANAGEMENT Creating and sustaining brand equity long term J N KAPFERER I