The New Strategic Brand Management: Advanced Insights And Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity)Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean Nol Kapferer. The New Strategic Brand Management is simply the reference source for branding professionals and postgraduate students.