The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity)

Really useful book delivered quickly and in excellent condition. Thank you.

This is a second copy for me...I love this book and treat it as my "brand strategy bible". It rings true with what I've experienced in 40+ years of building strong brands and offers both fresh new practical tools along with entirely new perspectives. This is best thinking that I've encountered.

I received the book on timeit contains very understandable information and excellent examples about brandingsome chapters, however, are a little confusing about how the information is presented in terms of categorization

By far the best book on brand management I've ever read. This is the classic branding book, and should be required reading for that anyone who is tasked with managing a companies brand. I refer to this book more often than any on my shelf or tablet.

I bought this book for a graduate class, the content is dense but certainly worth the read even though we didn't really talk about it much in the class

The book very thoroughly covers every aspect of brand management. It is straightforward without the usual repetition. Great for practitioners.

This book contains just about everything you'll need to know about branding. I've been in the communications business since the 1970s, having begun my career on New York's Madison Avenue at BBD&O, Young & Rubicam and J. Walter Thompson. I've also worked in marketing at Coca Cola, was a creative director at Time Warner, and worked as a communications consultant for more than a dozen Fortune 500 companies in America, and for the Asian Development Bank (ADB) in Manila, Philippines and the United Nations in Bangkok, Thailand. In these jobs, I've handled advertising, corporate communications, marketing, focus groups, and every kind of creative material in print, motion and sound. I rarely read marketing books because I find they have little of anything to say that I do not already know. In 2010, I was asked to do a brand review proposal for ADB. I always handle this stuff simply from my own knowledge and experience. However, I found this book in the ADB library, was intrigued, and ordered a copy, which I read cover-to-cover. When I was finished I could only say that I wished I had read this book 20 years earlier because I would have been able to offer my clients so much more. Not only does this book cover all you need to know about branding, but it's also filled with scores of case histories, which were especially interesting to me because I had worked on some of these company accounts while working at New York City ad agencies or directly as an employee at or consultant to the company--Burger King, Coca-Cola, Proctor & Gamble, among them. These case histories, which spanned decades were spot on to what I experienced with these companies, and also allowed me to follow up on strategies that I was aware of in the 1970s, 1980s, and 1990s as they changed through the decades, and either succeeded or failed. Yes, this is a textbook. But I find textbooks the best way to learn because the good ones start with the basics and cover all sides of an argument, which is why I have a library of art, history, and science textbooks on my shelf. This is not an easy read and you will find yourself having to take notes and rereading certain sections over and over. But no matter how long you've been in the business, you will not find a more comprehensive branding book anywhere. Pay the extra dollar and buy this book. You will thank yourself for doing it.

The book wasn't new, there were pages which were printed like the table of contents!

Expensive

Good

A very, very comprehensive book on Brand Management, which helps you work with Brand strategies. It is mostly theoretical, as it does not go into the "how tos" of many marketing books, but essential to know what is most important in Brand Management and why. Highly suggested.

Ich nutze dieses Buch als Quelle für eine wichtige Arbeit.Es ist übersichtlich gegliedert und ich habe definitiv vor es nach Abschluss der Arbeit noch einmal komplett zu lesen.Definitiv ein interessantes, aufschlussreiches Thema über das man nie genug wissen kann.

Kapferer suceeds in explaining complex ideas that are often completely mixed up in other publications. the richness of examples combined with clear exhibits are just unique.Each sub-chapter has its own coherence and some case studies are "transversal" throughout the whole book.