Strategic Brand Management: Creating and Sustaining Brand Equity Long Term

Kapferer, Jean-Noel

ISBN 10: 0749420693 / ISBN 13: 9780749420697

Published by Kogan Page, 1997

About this Item

Seller Inventory # 1249008

Bibliographic Details

• Title: Strategic Brand Management: Creating and Sustaining Brand Equity Long Term
• Publisher: Kogan Page
• Publication Date: 1997
• Language: English
• ISBN 10: 0749420693
• ISBN 13: 9780749420697
• Binding: n/a
• Condition: Very Good
• Dust Jacket Condition: N/A
• Seller catalogs:
  • Business

About this title

Synopsis

""Strategic Brand Management"" deals with the concept and practice of brand management in its totality. The new edition is packed with fresh examples and case studies of brands from throughout the world, and pays particular attention to the development of global brands. Three new chapters have been included which concentrate on the life span of brands by looking at: the sources of challenges to brand equity; factors which dictate a brand's life expectancy; and revitalisation strategies for declining brands. More attention is now given to multi-brand strategies and there is a new chapter on the growing practice of merging brands. Given the increasing attention paid to brands by the business to business sector, the service sector and producers of luxury goods, much more reference is made to these markets.

About the Author

Jean-Noël Kapferer is an expert on brand management. His book The New Strategic Brand Management (published by Kogan Page) is a key reference work for MBA programs worldwide.   He holds the Pernod-Ricard Chair on Prestige and Luxury Management at HEC Paris.   Also a consultant, he is a member of the board of a major luxury brand, and he frequently gives executive seminars on luxury in China, the US, Japan, Korea and India.