Adopted international by business schools, MBA programs, and marketing practitioners, The New Strategic Brand Management is the reference source of choice for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but 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. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noel Kapferer covers all the leading issues faced by brand strategists today. With both gravitas and intelligent insight, the book reveals new thinking on an array of topics including: brand architecture and diversity strategies; market adaptation approaches; and positioning in the private label and store brand environment.

新的战略品牌管理被商学院、MBA项目和营销从业者采用，是高级策略师、定位专业人士和研究生选择的参考来源。多年来，它不仅在品牌战略方面确立了领先著作之一的声誉，而且已成为主题本身的同义词。新版本建立在这个令人印象深刻的声誉，并保持在战略品牌思想的最前沿的书。作者Jean-Noel Kapferer揭示并解释了全球企业使用的最新技术，涵盖了当今品牌策略师面临的所有主要问题。凭借gravitas和intelligent insight，这本书揭示了一系列主题的新思维，包括：品牌架构和多元化战略；市场适应方法；以及在自有品牌和商店品牌环境中的定位。