Internationally recognized by business schools, MBA programs, and marketing practitioners, "The New Strategic Brand Management" is the reference source for senior strategists, positioning experts, and postgraduates. Over the years, it has earned a reputation as one of the leading works on brand strategy and has become synonymous with the subject itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic thinking about brands. Author Jean-Noël Kapferer covers all the key topics that brand strategists face today and explains the latest techniques used by companies worldwide, supported by a variety of international case studies. With both gravitas and intelligent insight, the book reveals new approaches to topics such as the integration of culture and content into brands and the impact of private labels.