{"product_id":"the-new-strategic-brand-management-advanced-insights-and-strategic-thinking-9780749465155","title":"The New Strategic Brand Management: Advanced Insights and Strategic Thinking","description":"\u003cp\u003e\u003cb\u003eAdopted 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-Noël Kapferer.\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003ci\u003e\u003cb\u003eThe New Strategic Brand Management\u003c\/b\u003e\u003c\/i\u003e is simply\u003ci\u003e the \u003c\/i\u003ereference 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. \u003cp\u003e\u003c\/p\u003eUsing 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. \u003cp\u003e\u003c\/p\u003eThis 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. \u003cp\u003e\u003c\/p\u003eWith dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as \u003cb\u003eAudi, Nivea, Toyota\u003c\/b\u003e and \u003cb\u003eAbsolut Vodka\u003c\/b\u003e; plus models and frameworks such as the Brand Identity Prism; \u003ci\u003e\u003cb\u003eThe New Strategic Brand Management\u003c\/b\u003e\u003c\/i\u003e remains at the forefront of strategic brand thinking.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eJean-Noël Kapferer\u003c\/b\u003e is one of the world's foremost thought leaders on luxury brands. An active researcher, he is an HEC Paris graduate and holds a PhD from Northwestern University's Kellogg Business School. \u003cb\u003eKapferer\u003c\/b\u003e is author of \u003cb\u003e\u003ci\u003eKapferer on Luxury\u003c\/i\u003e\u003c\/b\u003e and co-author of \u003ci\u003e\u003cb\u003eThe Luxury Strategy\u003c\/b\u003e\u003c\/i\u003e (both published by Kogan Page). He is a sought after speaker, leading seminars on luxury worldwide at institutions including HEC Paris, Tsing Hua University Beijing, Seoul Luxury Business Institute and LBI Shanghai. He is also advisor to the president of Inseec Business School (Paris).\u003cbr\u003e","brand":"Kogan Page","offers":[{"title":"Default Title","offer_id":50327813914898,"sku":"9780749465155","price":60.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_c463d696-e171-4e1d-afbe-f5ce3a5e2af3.jpg?v=1727721153","url":"https:\/\/surprise-castle.myshopify.com\/products\/the-new-strategic-brand-management-advanced-insights-and-strategic-thinking-9780749465155","provider":"Surprise Castle","version":"1.0","type":"link"}