The New Strategic Brand Management

The New Strategic Brand Management

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Praise and Reviews qthe best book on brands yetq- Design MagazineqNew exciting ideas and perspectives on brand building are offered that have been absent from our literature.q- Philip Kotler, S C Johnson a Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of ManagementqManaging a brand without reading this book is like driving a car without your license.q- Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, KoreaqKapferer's hierarchy of brands is an extrordinary insightq- Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School PressqOne of the definitive resources on branding for marketing professionals worldwide.q- Vikas Kumar, The Economic Times, IndiaqOne of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics.q- Rik Riezebos, CEO Brand Capital and director of EURIB / European Institute for Brand ManagementThe first two editions of Strategic Brand Management were published to great critical acclaim. The New Strategic Brand Management has been rewritten and fully revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management worldwide.Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand. There are several new chapters, including:brand and business buildingthe challenge of growth in mature marketsmanaging retail brands.Plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding.The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.Top-of-the-range brands also work on winning the long-term support of opinion leaders, capitalising on word of mouth. ... This is all very well for Sensodyne, 1a#39; Orea1a#39;s new Revitalift cream or the Pentium 4, but how well does it work withanbsp;...

Title:The New Strategic Brand Management
Author:Jean-Noël Kapferer
Publisher:Kogan Page Publishers - 2004


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