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The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (New Strategic Brand Management: Creating & Sustaining Brand Equity) Paperback – October, 2004
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Top Customer Reviews
A strength to Kapferer's approach is his balanced use of principles, models, tangible examples, and "how to" suggestions. He also provides real world context with recognition of challenging economic conditions and the dramatic changes to the technolgy landscape. The section on brand identity and brand positioning is particularly important given the necessity of creating powerful brand differentiation without diluting customer relevance and value.
There is so much good material here...I suggest that readers not read this book casually like a lot of the single-topic, quick-read business best sellers. Instead this is a rich reference source that invites you to really think about each of the topic-based chapters and to return for fresh insights again and again. I do.
Dr. Christof Binder, Partner, blueDOM GmbH International Licensing Management, Switzerland
Most Recent Customer Reviews
I was looking for guidance and ideas. This book did not to satisfy my needs. Quite expensive for an overview.Published on April 11, 2014 by Gwyn
The best book on strategic branding. Very down to earth, Lessons remain valuable even after all these years with internetPublished on November 10, 2013 by Sander Janssens
I am the Principal of Cohesion Inc, a marketing & business consulting organization, and also a part-time course director in the marketing faculty of the Schulich School of... Read morePublished on February 9, 2007 by Ashley Konson