11 New Strategic Brand Management by Philip Kotler   4th Edition
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11 New Strategic Brand Management by Philip Kotler 4th Edition


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\u201cNew exciting ideas and perspectives on brand building are offered that have been absent from our literature.\u201d
Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, 
Kellogg School of Management, USA
\u201cKapferer continues to be on the leading edge.\u201d
Earl N Powell, President, Design Management Institute, Boston, USA 
\u201cManaging a brand without reading this book is like driving a car without your license.\u201d 
Haesun Lee, Senior Vice President of Marketing,AMOREPACIFIC Co, Korea
\u201cThe best book on brands!\u201d
Design Magazine
\u201cOne of the definitive resources on branding for marketing professionals worldwide.\u201d
The Economic Times, India
\u201cOne of the best books on brand management. Kapferer is thought-provoking and always able to create new insights on 
various brand-related topics.\u201d
Rik Riezebos, CEO Brand Capital and director of the European Institute for Brand Management
Adopted by leading international 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 has
also become synonymous with the topic itself.
This new edition builds on its impressive reputation and keeps the book at the forefront of strategic brand thinking.
Revealing and explaining the latest models used by companies worldwide, author Jean-Noël Kapferer covers all the 
leading issues faced by brand strategists today, supported by an array of international case studies. With both gravitas
and intelligent insight, this book reveals new thinking on crucial topics including: 
Moving beyond marketing, The New Strategic Brand Management addresses the bigger picture, integrating other 
components such as business models, HR and finance into brand building. It analyses the specifics of brands in B2B, 
services, distribution, the internet and the luxury sector. It extends the brand concept to celebrities, universities, towns
and nations. 
Jean-Noël Kapferer is one of the very few worldwide experts on brands. His book stands out from
others with its unique insights, its style of exhaustive analysis and its original perspectives, stemming from
his strategic vision, and his international background and experience. A professor of marketing strategy at
HEC Paris, he holds a PhD from Northwestern University (USA) and is an active consultant to many
European, US and Asian corporations. He also gives executive seminars in the US, China, Japan, Korea and
India. He is the author of six books on branding, advertising and communication, including Reinventing the Brand, also 
published by Kogan Page. You can contact him at www.kapferer.com.
\u2022 growth in saturated markets;
\u2022 decommoditisation;
\u2022 innovation in emerging markets;
\u2022 brand rejuvenation and turn around;
\u2022 managing brand consistency and diversity;
\u2022 positioning private labels and store brands;
\u2022 globalisation and market adaptation;
\u2022 co-branding strategies;
\u2022 internal branding and corporate branding; 
\u2022 financial evaluation of brands.
Kogan Page
120 Pentonville Road
London N1 9JN
United Kingdom
www.kogan-page.co.uk
Kogan Page US
525 South 4th Street, #241
Philadelphia PA 19147
USA
£35.00
US $70.00
Branding / Business and management
THE NEW
STRATEGIC
BRAND
MANAGEMENT
Creating and sustaining brand equity long term
\u201cNew exciting ideas and perspectives on brand building!\u201d
Philip Kotler
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4TH EDITION
4TH 
EDITION
ISBN: 978-0-7494-5085-4
new_strategic_brand_aw:Layout 1 6/12/07 16:25 Page 1
I
STRATEGIC
BRAND
MANAGEMENT
THE NEW
ii
\u2018After reading Kapferer\u2019s book, you\u2019ll never again think of a brand as just a name. Several exciting
new ideas and perspectives on brand building are offered that have been absent from our literature.\u2019
Philip Kotler, Northwestern University
\u2018A real thought provoker for marketing and business people. Strategic Brand Management is an
essential tool to develop strong marketing strategy.\u2019
P Desaulles, Vice President, Du Pont de Nemours Europe
\u2018A solid contribution written with depth and insight. I recommend it to all those who desire a
further understanding of the various dimensions of brand management.\u2019
David A Aaker, University of California at Berkeley, and author of Managing Brand Equity
\u2018The best book on brands yet. It is an invaluable reference for designers, marketing and brand
managers.\u2019
Design Magazine
\u2018\u2018One of the best books on brand management. Kapferer is thought provoking and always able to
create new insights on various brand related topics.\u2019
Rik Riezebos, CEO Brand Capital and director of EURIB/European Institute for Brand Management
\u2018One of the definitive resources on branding for marketing professionals worldwide.\u2019
The Economic Times, India
\u2018Jean Noel Kapferer\u2019s hierarchy of brands with six levels of brands is an extraordinary insight.\u2019
Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School Press
\u2018A fresh perspective on branding that is easy to understand and inspirational. I believe it to be
the finest book on the subject in the marketplace today.\u2019
Marsha Lindsay, President and CEO, Lindsay, Stone and Briggs
\u2018The treatment of brand-product strategies, brand extensions and financial evaluations are also
strengths of the book.\u2019
Journal of Marketing
\u2018A \u201cthink book\u201d. It deals with the very essence and culture of branding.\u2019
International Journal of Research in Marketing
\u2018An authoritative analysis about establishing an identity and exploiting it.\u2019
Daily Telegraph
\u2018A full and highly informative text\u2026 well written and brought to life through numerous appropriate
examples.\u2019
Journal of the Market Research Society
I I I
JEAN-NOËL KAPFERER
STRATEGIC
BRAND
MANAGEMENT
THE NEW
Creating and Sustaining Brand Equity Long Term
London and Philadelphia
Publisher\u2019s note
Every possible effort has been made to ensure that the information contained in this book is
accurate at the time of going to press, and the publishers and authors cannot accept responsi-
bility for any errors or omissions, however caused. No responsibility for loss or damage occa-
sioned to any person acting, or refraining from action, as a result of the material in this
publication can be accepted by the editor, the publisher or any of the authors.
First published in France in hardback in 1992 and in paperback in 1995 by Les Editions d\u2019Organisation
Second edition published in Great Britain in 1997 by Kogan Page Limited
Third edition 2004
Reprinted 2005, 2007
Fourth edition 2008
Apart from any fair dealing for the purposes of research or private study, or criticism or review, as
permitted under the Copyright, Designs and Patents Act 1988, this publication may only be
reproduced, stored or transmitted, in any form or by any means, with the prior permission in
writing of the publishers, or in the case of reprographic reproduction in accordance with the
terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms
should be sent to the publishers at the undermentioned addresses:
120 Pentonville Road 525 South 4th Street, #241
London N1 9JN Philadelphia PA 19147
United Kingdom USA
www.kogan-page.co.uk
© Les Editions d\u2019Organisation, 1992, 1995, 1997, 2004, 2007, 2008
The right of Jean-Noel Kapferer to be identified as the author of this work has been asserted by
him in accordance with the Copyright, Designs and Patents Act 1988.
ISBN 978 0 7494 5085 4
British Library Cataloguing-in-Publication Data
A CIP record for this