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The New Strategic Brand Management: Advanced Insights and Strategic Thinking
 
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The New Strategic Brand Management: Advanced Insights and Strategic Thinking [Format Kindle]

Jean-Noel Kapferer
4.7 étoiles sur 5  Voir tous les commentaires (3 commentaires client)

Prix conseillé : EUR 53,32 De quoi s'agit-il ?
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Descriptions du produit

Présentation de l'éditeur

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.

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4.7 étoiles sur 5
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Commentaires client les plus utiles
1 internautes sur 1 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 clear structure, great insights 24 août 2013
Format:Format Kindle|Achat vérifié
Kapferer suceeds in explaining complex ideas that are often completely mixed up in other publications. the richness of examples combined with clear exhibits are just unique.Each sub-chapter has its own coherence and some case studies are "transversal" throughout the whole book.
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4.0 étoiles sur 5 usefull and interesting 15 juin 2014
Format:Format Kindle|Achat vérifié
The book covers every aspect without getting caught up into trivial details. I recommend it to everyone who own a business
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5.0 étoiles sur 5 Inspiring book 9 novembre 2013
Format:Format Kindle
This book is a reference in Brand Management and Brand positioning.
You just need to follow the book and it provides you with all key insight in order to position or reposition your Brand!
Highly recommended to Marketing & Business Professionals!
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Commentaires client les plus utiles sur Amazon.com (beta)
Amazon.com: 4.8 étoiles sur 5  5 commentaires
7 internautes sur 7 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Excellent book on brand management strategy 4 avril 2012
Par Audrey AS - Publié sur Amazon.com
Format:Broché
The New Strategic Brand Management is a book that offers real new perspectives on the topic of Brand management. Beyond having dedicated sections for specific types of brands (luxury brands, corporate brands or retail brands for example), this book offers an in-depth theoretical perspective along with very good global illustrative examples. It enables the reader to disentangle concepts such as brand image, brand identity, brand persoanlity, brand territory, brand values etc. It is helpful in understanding which steps should be taken at all stages of the brand evolution (new brand, expanding brand, mature brand etc.)
It also shows how to use a brand to avoid the commodity magnet, how to use a brand architecture to by-pass territory issues or to support brand extension, how to create new brands in the socially inter-connected 21st century of Web 2.0, always from both the manager and the consumer perspectives, in B-to-B and B-to-C environments.
Last but not least, there is a whole section dedicated to the finacial aspect of brand management: brand valuation. I was always wondering how these valuations are made, and I finally understood the complexity and strategies that lead to the numbers that you can read in the press and in rankings.

This book does not offer the colorful pictures that usually fill this kind of books, instead, each page is used to analyze, demonstrate and evaluate a concept or a theory.

I would recommend it to any student in management, and to any manager who is willing to keep up-to-date with latest theories and trends.
2 internautes sur 2 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Extremely well written with relevant, up to date examples and case studies. 3 décembre 2012
Par José Chapa - Publié sur Amazon.com
Format:Broché
I used this book for a Strategic Brand Management class during my MBA. The book is very well written and makes sure that the reader understands the overarching terms found in the book. There are many models and frameworks included and explained in the book, such as the Brand Identity Prism.

The book illustrates these concepts with easy to understand diagrams which help retention and also drive the point. Additionally, these are used to analyze existing brands with popular and obscure examples, making it a very light read.
5.0 étoiles sur 5 Brand Management Textbook 10 octobre 2013
Par Abhijit - Publié sur Amazon.com
Format:Broché
This is a fantastic text book; I was particularly impressed by the brand valuation techniques in the last chapter. Overall, this is the best textbook in brand management.
I did a lot of research by getting library books before owning it.
1 internautes sur 2 ont trouvé ce commentaire utile 
5.0 étoiles sur 5 Strategic insights that broaden reader's business perspectives 23 avril 2012
Par Suzana P. Nikiforova - Publié sur Amazon.com
Format:Broché
Although this new 5th edition has the same title and visually looks very similar to the previous one, it is almost completely new reading. It is a book that visionary opens the new perspectives in the strategic thinking, building on the same platform of growth directed brand management.
I think it is a very interesting book for business leaders and senior managers, strategic thinkers and advanced business students.
0 internautes sur 1 ont trouvé ce commentaire utile 
4.0 étoiles sur 5 feedback 5 février 2013
Par Juan Manuel - Publié sur Amazon.com
Format:Broché
I received the book on time
it contains very understandable information and excellent examples about branding
some chapters, however, are a little confusing about how the information is presented in terms of categorization
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Passages les plus surlignés

 (Qu'est-ce que c'est ?)
&quote;
brand is a name that influences buyers, becoming the purchase criterion. &quote;
Marqué par 6 utilisateurs Kindle
&quote;
In brand management the key concept is not brand image or brand associations &quote;
Marqué par 4 utilisateurs Kindle
&quote;
This is why one should speak of brands as living systems made up of three poles: products or services, name and concept. &quote;
Marqué par 4 utilisateurs Kindle

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