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.
