without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from … approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative … without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from …

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 …