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Adopted by the world leading business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, marketing and brand directors and postgraduate students. Over the years it established its reputation as one of the leading works on brand strategy but also 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. Thoroughly updated, transformed and enriched, it is essential for understanding today’s brands and managing them efficiently in today’s markets. Adapted to reflect the issue of low cost competition the main challenge facing brands all over the world, it contains significant new content reflecting the ultra-competitive environment such as, How to create premium brands to escape price competition Rethinking brands in the era o social media and internet influence Rethinking brand platforms to stimulate powerful and creative brand activation The need for more culture and content in brands Brand or business model? The new face of competition How to manage retail brands – is more always better? Why did current brand building not prevent the growth of private labels? The increasing importance and visibility of corporate brands The return of local brands in the face of globalization Brand deletion, turnaround and strategic portfolio management The New Strategic Brand Management also looks at the interrelationship between strategy and brand strategy, relating brand decisions to the growth strategy. Essential reading whether you are a part of multinational corporation or a small dynamic organization, it will help you to develop strong global or local brands. About the Author Jean-Noel Kapferer is a worldwide thought leader and expert on brand management. A Professor of marketing Strategy at HEC Graduate School of Management in France, he holds a PhD from Northwestern University, USA and is also a corporate branding consultant.  He is also the author of the book The Luxury Strategy (also published by Kogan Page).