The New Strategic Brand Management

Jean-Noël Kapferer

500 pages, parution le 15/09/2004

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Résumé

The 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 building
the challenge of growth in mature markets
managing 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.

L'auteur - Jean-Noël Kapferer

Chef de file depuis vingt ans de la réflexion sur les marques et leur management, Jean-Noël Kapferer est l'expert français des marques. Il est aussi reconnu internationalement pour ses réflexions sur la spécificité du management du luxe, co-auteur de Luxe Oblige, l'ouvrage de référence des dirigeants du luxe, traduit en anglais (The Luxury Strategy), chinois, coréen, japonais et italien. Diplômé HEC, Ph.D Kellogg Business School (USA), éditeur honoraire du Luxury Research Journal, il conduit activement ses recherches sur les mutations du luxe et son management, au sein d'Inseec

Luxury. Animant séminaires et conférences auprès des entreprises, il enseigne le luxe partout dans le monde (HEC, Tsinghua University Beijing, Luxury Business Institute China, Séoul,...).

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Sommaire

Brand equity in question
Strategic implications of branding
Brand and business building
The new rules of brand management
Brand identity and positioning
The logic of retail brands
Launching the brand
The challenge of growth in mature markets
Sustaining a brand long term
Adapting to the market : identity and change
Growth through brand extensions
Brand architecture : managing brand and product relationships
Multi-brand portfolios
Handling name changes and brand transfers
Ageing, decline and revitalisation
Managing global brands
Financial brand valuation and accounting for brands

Voir tout

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Kogan Page
Auteur(s)	Jean-Noël Kapferer
Parution	15/09/2004
Nb. de pages	500
Format	19 x 24,5
Couverture	Broché
Intérieur	Noir et Blanc
EAN13	9780749442835
ISBN13	978-0-7494-4283-5