"This book explores how organisations can design brand identities, develop brand marketing programmes, measure brand … performance, and sustain brand equity, combining psychological, sociological, cultural, and management perspectives. It provides …

Adopted internationally by business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand … years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous … strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Nol︠ Kapferer …