Product Details
The The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term 4th edition (New Strategic Brand Management: Creating & Sustaining Brand Equity)

The The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term 4th edition (New Strategic Brand Management: Creating & Sustaining Brand Equity)
By Jean-Noel Kapferer

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Product Description

Adopted international 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 not only established a reputation as one of the leading works on brand strategy but 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. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noel Kapferer covers all the leading issues faced by brand strategists today. With both gravitas and intelligent insight, the book reveals new thinking on an array of topics including: brand architecture and diversity strategies; market adaptation approaches; and positioning in the private label and store brand environment.

Product Details

  • Amazon Sales Rank: #122276 in Books
  • Published on: 2008-03-28
  • Original language: English
  • Number of items: 1
  • Binding: Paperback
  • 576 pages

Editorial Reviews

Review

"An authoritative, well-researched book." -- getAbstract.com

Review

"An authoritative, well-researched book." -- getAbstract.com

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. His other books include Reinventing the Brand (also Kogan Page).

Customer Reviews

Highly Recommended !5
This is an authoritative, well-researched textbook on global branding. Surprisingly, it reads lighter than its considerable bulk because author Jean-Noel Kapferer uses vivid examples of real companies and products to make his points. His branding war stories make the material easier to digest, but only to a point. This remains a textbook, with more than 50 tables in 497 pages, so don't expect to zip through it. However, it is an extremely useful single source about modern brand theory. If you are a casual marketer, as opposed to a serious student of branding, reap this book's rewards by referring to specific chapters to solve problems. You will find thorough answers and illuminating examples from companies worldwide. Kapferer keeps branding in perspective and recognizes that brands are built on successful businesses. We find this book genuinely valuable and strongly recommend it to anyone in marketing and corporate strategy development.

The New Strategic Brand Management5
This is a very complete, rigorous, and useful book that covers virtually all of the key elements of brand strategy. With over 500 pages of clearly written and well organized content, this is a terrific resource that gives brand strategists the frameworks and tools to attack brand issues with both hard analytics and soft image-based solutions.

A strength to Kapferer's approach is his balanced use of principles, models, tangible examples, and "how to" suggestions. He also provides real world context with recognition of challenging economic conditions and the dramatic changes to the technolgy landscape. The section on brand identity and brand positioning is particularly important given the necessity of creating powerful brand differentiation without diluting customer relevance and value.

There is so much good material here...I suggest that readers not read this book casually like a lot of the single-topic, quick-read business best sellers. Instead this is a rich reference source that invites you to really think about each of the topic-based chapters and to return for fresh insights again and again. I do.

Not recommended2
I do not agree with the previous positive reviews.

First issue I have is with the language. The text is very wordy and convoluted. I do not find it clear and straightforward at all and, in my opinion, it does not make for a pleasant read. I think the problem might be due to the fact that the author is writing in English, not in his native language.

While there is (some) content, I found several questionable points, like statements that appear contradictory, explanations that do not make sense and factual inaccuracies.

If you are looking for a practical reference on how to manage and build a brand, how to systematically approach a real business situation, I would not recommend this book.