The New Strategic Brand Management

Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source 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 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. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. 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.

Contains a section on brand valuation which illuminates the complex strategies behind how brands are ranked in the media

Introduction: Building the brand when the clients are empowered Part One Why is branding so strategic? 1. Brand equity in question 2. Strategic implications of branding 3. Brand and business models 4. Brand diversity: how specific are different sectors? 5. Managing retail brands Part Two The challenges of modern markets 6. The new brand management 7. Brand identity and positioning Part Three Creating and sustaining brand equity 8. Launching the brand 9. Growing the brand 10. Sustaining a brand long term 11. Brand and products: identity and change 12. Growth through brand extensions 13. Brand architecture 14. Multi-brand portfolios 15. Handling name changes and brand transfers 16. Brand turnaround and rejuvenation 17. Managing global brands Part Four Brand valuation 18. Financial evaluation and accounting for brands