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Books > Business & Economics > Business & management > Business strategy
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The New Strategic Brand Management - Advanced Insights and Strategic Thinking (Paperback, 5th Revised edition)
Loot Price: R1,306
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The New Strategic Brand Management - Advanced Insights and Strategic Thinking (Paperback, 5th Revised edition)
Expected to ship within 12 - 17 working days
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Adopted internationally by business schools and MBA programmes,
this book is the ultimate resource for senior strategists,
positioning professionals and postgraduate students to understand
and overcome the challenges of brand management and strategy today,
written by the leading international expert of branding, Jean-Noel
Kapferer. The New Strategic Brand Management is simply the
reference source for branding 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, this book covers all the leading issues faced by
brand strategists today, with both gravitas and intelligent
insight. It 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 builds on the
book's already impressive reputation, including new content that
will help students and practitioners stay up to date with
targeting, with relevant research and market knowledge to support
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;
The New Strategic Brand Management remains at the forefront of
strategic brand thinking.
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