Бренд навсегда создание, развитие, поддержка ценности бренда

The first two editions of Strategic Brand Management were published to great critical acclaim. This New Strategic Brand Management has been rewritten and hugely revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management around the world. This title is far more than just a third edition but rather a whole new book for understanding today's brands and managing them efficiently in today's markets. The New Strategic Brand Management deals with the concept and practice of brand management in its totality. It is packed with fresh examples and case studies of brands from throughout the world and pays particular attention to global brands. This title also looks at the hype surrounding branding and insists on the role of sound business decisions when building a brand. There are completely new chapters on: distributor brands, business growth, and corporate brands and most substantial of all is a completely new section on innovation and its role in growing and reinventing brands. The New Strategic Brand Management will not disappoint followers of Jean-Noel Kapferer's unique style of exhaustive analysis and expert commentary This in-depth account of every aspect of brand management is destined to become the definitive book on the topic for many years to come. Packed with examples and case studies, it pays particular attention to the development of global brands Used on professional and academic courses worldwide, Kapferer's guide to brand management is supported by an array of international case studies, offering practical guidance and revealing new thinking in the field

A comprehensive and practical review of the new rules of brand management.

Rev. ed. of: Strategic brand management. [1994?], c1992 Brands have become a major player in modern society.