The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity)

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9780749465155: The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity)
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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 fifth edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking, 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. Explaining the latest techniques used by companies worldwide, author 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, the new dynamics of targeting and the comeback of local brands.

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Book Description:

A widely used reference on brand management and strategic brand thinking for marketing professionals and students

About the Author:


Jean-Noël Kapferer
is an internationally recognized authority on brands and brand management. A Professor of Marketing Strategy at HEC Graduate School of Management in France, he holds a PhD from Northwestern University. He is also the author of The Luxury Strategy (Kogan Page).

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J.N. Kapferer
Published by Kogan Page Limited/Viva Books (2012)
ISBN 10: 0749465158 ISBN 13: 9780749465155
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Book Description Kogan Page Limited/Viva Books, 2012. Softcover. Condition: New. 5th or later edition. Adopted by the world leading business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, marketing and brand directors and postgraduate students. Over the years it established its 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. Thoroughly updated, transformed and enriched, it is essential for understanding today s brands and managing them efficiently in today s markets. Adapted to reflect the issue of low cost competition the main challenge facing brands all over the world, it contains significant new content reflecting the ultra-competitive environment such as, how to create premium brands to escape price competition rethinking brands in the era o social media and internet influence rethinking brand platforms to stimulate powerful and creative brand activation the need for more culture and content in brands brand or business model? The new face of competition how to manage retail brands " is more always better? why did current brand building not prevent the growth of private labels? the increasing importance and visibility of corporate brands the return of local brands in the face of globalization brand deletion, turnaround and strategic portfolio management The New Strategic Brand Management also looks at the interrelationship between strategy and brand strategy, relating brand decisions to the growth strategy. Essential reading whether you are a part of multinational corporation or a small dynamic organization, it will help you to develop strong global or local brands. Contents: Part I: Introduction: Building the brand when the clients are empowered Why is branding so strategic? Brand equity in question What is a brand ? How brand definitions have changed through time Broadening the concept of brand Differentiating between brand assets, strength and value Tracking brand equity Comparing brand equity profiles Goodwill: the convergence of finance and marketing How brands create value for the customer How brands create value for the company Corporate reputation and the brand Reputation focus versus brand focus From managing the brand to managing by the brand Strategic implications of branding What does branding really mean? Permanently nurturing the difference Brands act as a genetic programme Respect the brand contract : the power to say no! The product and the brand Halo effect: kernel and peripheral values Each brand needs a flagship product Advertising products through the brand prism Brands versus other signs of quality Obstacles to the implementation of branding Asia s branding culture Brand and business models Are brands for all companies? Yes The benefits of being a brand: magazines as brands Differentiating a commodity by the brand Building a market leader without advertising: Jacob s Creek wine Brand building: from product to values, and vice versa Are leading brands the best products or the best value curve? Understanding the value curve of the target Breaking the rule and acting fast Backing the brand by a business model Brand diversity: how specific are different sectors? Luxury brands are specific Service brands The branding of nature Pharmaceutical brands Business-to-business brands The internet brand Country brands Thinking of towns as brands Universities and business schools are brands Thinking of celebrities as brands Managing retail brands Evolution of the distributor s brand Are they brands like the others? Why sell distributors brands? Sh Printed Pages: 510. Seller Inventory # 53820

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Published by Kogan Page Limited/Viva Books (2012)
ISBN 10: 0749465158 ISBN 13: 9780749465155
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Book Description Kogan Page Limited/Viva Books, 2012. Softcover. Condition: New. 5th or later edition. Adopted by the world leading business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, marketing and brand directors and postgraduate students. Over the years it established its 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. Thoroughly updated, transformed and enriched, it is essential for understanding today s brands and managing them efficiently in today s markets. Adapted to reflect the issue of low cost competition the main challenge facing brands all over the world, it contains significant new content reflecting the ultra-competitive environment such as, how to create premium brands to escape price competition rethinking brands in the era o social media and internet influence rethinking brand platforms to stimulate powerful and creative brand activation the need for more culture and content in brands brand or business model? The new face of competition how to manage retail brands " is more always better? why did current brand building not prevent the growth of private labels? the increasing importance and visibility of corporate brands the return of local brands in the face of globalization brand deletion, turnaround and strategic portfolio management The New Strategic Brand Management also looks at the interrelationship between strategy and brand strategy, relating brand decisions to the growth strategy. Essential reading whether you are a part of multinational corporation or a small dynamic organization, it will help you to develop strong global or local brands. Contents: Part I: Introduction: Building the brand when the clients are empowered Why is branding so strategic? Brand equity in question What is a brand ? How brand definitions have changed through time Broadening the concept of brand Differentiating between brand assets, strength and value Tracking brand equity Comparing brand equity profiles Goodwill: the convergence of finance and marketing How brands create value for the customer How brands create value for the company Corporate reputation and the brand Reputation focus versus brand focus From managing the brand to managing by the brand Strategic implications of branding What does branding really mean? Permanently nurturing the difference Brands act as a genetic programme Respect the brand contract : the power to say no! The product and the brand Halo effect: kernel and peripheral values Each brand needs a flagship product Advertising products through the brand prism Brands versus other signs of quality Obstacles to the implementation of branding Asia s branding culture Brand and business models Are brands for all companies? Yes The benefits of being a brand: magazines as brands Differentiating a commodity by the brand Building a market leader without advertising: Jacob s Creek wine Brand building: from product to values, and vice versa Are leading brands the best products or the best value curve? Understanding the value curve of the target Breaking the rule and acting fast Backing the brand by a business model Brand diversity: how specific are different sectors? Luxury brands are specific Service brands The branding of nature Pharmaceutical brands Business-to-business brands The internet brand Country brands Thinking of towns as brands Universities and business schools are brands Thinking of celebrities as brands Managing retail brands Evolution of the distributor s brand Are they brands like the others? Why sell distributors brands? Sh Printed Pages: 510. Seller Inventory # 53820BV

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