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

This comprehensive reference covers theory and example cases from around the world, for senior strategists, positioning professionals, and postgraduate students. Examples are from consumer goods, commodities, business-to-business brands, pharmaceutical, luxury, service, e-brands, and distributors' brands (a separate chapter in this edition). Updated with new examples, this edition focuses on internationalization and globalization, portfolio concentration, the creation of megabrands through brand extensions, the development of competitive advantage and dominant position through an adequate brand portfolio, and the efficient management of the relationships between the brand, the corporation, and product. It also has new material on innovation, growth, corporate brands and their relationship with classic brand management. Implementation is stressed as is the relationship of brand decisions to the economic equation of the business. Kapferer (marketing strategy, HEC Paris, France) is a consultant to European, US, and Asian corporations. Annotation c2008 Book News, Inc., Portland, OR (booknews.com)