Sunday, May 18, 2008

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

By Jean-Noel Kapferer
Publisher: Kogan Page
Number Of Pages: 560
Publication Date: 2008-03-01
ISBN-10 / ASIN: 0749450851
ISBN-13 / EAN: 9780749450854
Binding: Paperback

Adopted international by business schools, MBA programs, and marketing practitioners, The New Strategic Brand Management is the reference source of choice for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but has become synonymous with the topic itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noel Kapferer covers all the leading issues faced by brand strategists today. With both gravitas and intelligent insight, the book reveals new thinking on an array of topics including: brand architecture and diversity strategies; market adaptation approaches; and positioning in the private label and store brand environment.
Summary: A Valuable TextRating: 5
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 Business, York University in Toronto, Canada.
I believe that this text is a valuable addition to marketing and branding literature, especially given the insights it provides with respect to branding challenges in the European context.
Summary: Not recommendedRating: 2
I do not agree with the previous positive reviews.
First issue I have is with the language. The text is very wordy and convoluted. I do not find it clear and straightforward at all and, in my opinion, it does not make for a pleasant read. I think the problem might be due to the fact that the author is writing in English, not in his native language.
While there is (some) content, I found several questionable points, like statements that appear contradictory, explanations that do not make sense and factual inaccuracies.
If you are looking for a practical reference on how to manage and build a brand, how to systematically approach a real business situation, I would not recommend this book.
Summary: Highly Recommended !Rating: 5
This is an authoritative, well-researched textbook on global branding. Surprisingly, it reads lighter than its considerable bulk because author Jean-Noel Kapferer uses vivid examples of real companies and products to make his points. His branding war stories make the material easier to digest, but only to a point. This remains a textbook, with more than 50 tables in 497 pages, so don't expect to zip through it. However, it is an extremely useful single source about modern brand theory. If you are a casual marketer, as opposed to a serious student of branding, reap this book's rewards by referring to specific chapters to solve problems. You will find thorough answers and illuminating examples from companies worldwide. Kapferer keeps branding in perspective and recognizes that brands are built on successful businesses. We find this book genuinely valuable and strongly recommend it to anyone in marketing and corporate strategy development.

No comments: