The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term



[Reading] ➽ The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term By Jean-Noël Kapferer – E17streets4all.co.uk A comprehensive and practical review of the new rules of brand management A comprehensive and practical review Strategic Brand Kindle Ó of the new rules of brand management.The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term

Jean Noel Kapferer is the Strategic Brand Kindle Ó European authority on brand management He is internationally recognised as one of The New PDF or the worldwide leading specialists on brands and one of the most influential He has promoted radical new concepts New Strategic Brand ePUB ´ and methods, written eleven books on communication and brands All his works have been translated into several languages and widely diffused throughout the world Kapferer s unique style of in depth analysis and also creative recommendations originates from his highly international vision and background, and a permanent equilibrium between theory and practiceJean No l Kapferer is recognized as the promoter of key concepts of modern brand managementHe was an early advocate of the concept of brand identity, at a time when american academic pioneers on brand equity did not even know the concept He is also a constant promoter of the holistic approach to brand identity, congenial to European or Asian brand management, unlike north American theorizing which holds brands as a sum of attributesIts major conceptual and operational contributions to the advancement of brand management are the identity prism, a holistic integrated approach to brand identity the brand kernel, distinguishing non negotiable brand facets and peripheral facets of brand identity the brand coherence grid, to audit the product portfolio of brands internationally and propose optimal architectures the definition of core brand architectures the promotion of wide brand extensions unlike the traditional and limitative product brand approach.

The New Strategic Brand Management: Creating and
  • Paperback
  • 720 pages
  • The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term
  • Jean-Noël Kapferer
  • English
  • 14 July 2017
  • 0749442832

10 thoughts on “The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term

  1. says:

    Well thought book on branding covering all aspects of brand and branding but lacking someprsonar insights I would advise a vook to anyone seeking a kind of dictionary or looking for branding overview.

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