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1、new_strategic_brand_aw:Layout16/12/0716:25Page1“Newexcitingideasandperspectivesonbrandbuildingareofferedthathavebeenabsentfromourliterature.”4TH“Newexcitingideasandperspectivesonbrandbuilding!”PhilipKotler,SCJohnson&SonsDistinguishedProfessorofInternationalMarketin
2、g,NorthwesternUniversity,EDITIONKelloggSchoolofManagement,USAPhilipKotler“Kapferercontinuestobeontheleadingedge.”EarlNPowell,President,DesignManagementInstitute,Boston,USABRANDMANAGEMENTTHENEWSTRATEGIC“Managingabrandwithoutreadingthisbookislikedrivingacarwithoutyou
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4、t-provokingandalwaysabletocreatenewinsightsonTHENEWvariousbrand-relatedtopics.”RikRiezebos,CEOBrandCapitalanddirectoroftheEuropeanInstituteforBrandManagementAdoptedbyleadinginternationalbusinessschools,MBAprogrammesandmarketingpractitionersalike,TheNewStrategicBran
5、dManagementissimplythereferencesourceforseniorstrategists,positioningprofessionalsandpostgraduatestudents.Overtheyearsithasnotonlyestablishedareputationasoneoftheleadingworksonbrandstrategybuthasalsobecomesynonymouswiththetopicitself.STRATEGICThisneweditionbuildson
6、itsimpressivereputationandkeepsthebookattheforefrontofstrategicbrandthinking.Revealingandexplainingthelatestmodelsusedbycompaniesworldwide,authorJean-NoëlKapferercoversalltheleadingissuesfacedbybrandstrategiststoday,supportedbyanarrayofinternationalcasestudies.With
7、bothgravitasandintelligentinsight,thisbookrevealsnewthinkingoncrucialtopicsincluding:•growthinsaturatedmarkets;•positioningprivatelabelsandstorebrands;•decommoditisation;•globalisationandmarketadaptation;BRAND•innovationinemergingmarkets;•co-brandingstrategies;•bra
8、ndrejuvenationandturnaround;•internalbrandingandcorporatebranding;•managingbrandconsistencyanddiversity;•financialevaluationofbrands.Movingbeyond
