Adopted internationally by business schools & MBA programmes The New Strategic Brand Management is simply the reference source for senior strategists positioning professionals & postgraduate students Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself Using an array of international case studies Jean-Noel Kapferer covers all the leading issues faced by brand strategists today With both gravitas & intelligent insight the book reveals new thinking on topics such as putting culture & content into brands the impact of private labels & the comeback of local brands This updated fifth edition of The New Strategic Brand Management builds on its impressive reputation including new information to enable students & practitioners to stay up to date with targeting adding recent research & market knowledge to the discipline With dedicated sections for specific types of brands (luxury corporate & retail) international examples & case studies from companies such as Audi Nivea Toyota & Absolut Vodka; plus models & frameworks such as the Brand Identity Prism; it remains at the forefront of strategic brand thinking