Strategic Brand Management (2nd Edition) lays out a systematic approach to understanding the key principles of building enduring brands and presents an actionab

Written by today's leading authority in brand management and incorporating the latest industry thinking and developments, this exploration of brands, brand equi

"The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name.

Bringing together theories and concepts from brand management, consumer culture theory, marketing, communications, and design, this book provides an understandi

Approaches the subject of brand management from a socio-cultural perspective, providing students with an understanding of the dynamics of the subject and enabli