Jean-Nol︠ Kapferer Libros

Praise and Reviews highlight the significance of this work in the realm of branding. Design Magazine calls it "the best book on brands yet," while Philip Kotler from Northwestern University praises its fresh ideas on brand building. Haesun Lee from AMOREPACIFIC emphasizes that managing a brand without this book is akin to driving without a license. The insights from Kapferer's hierarchy of brands are noted as extraordinary by Sam Hill and Chris Lederer, and Vikas Kumar from The Economic Times regards it as a definitive resource for marketing professionals. Rik Riezebos, CEO of Brand Capital, commends Kapferer for his thought-provoking insights. The first two editions received critical acclaim, and this fully revised edition reflects the dramatic changes in global brand management. It comprehensively addresses brand management, featuring fresh examples and case studies, particularly of global brands. The book critiques the hype surrounding branding and underscores the importance of sound business decisions in brand building. New chapters cover topics like brand and business building, growth challenges in mature markets, and managing retail brands. Additionally, it introduces new sections on innovation and corporate branding. This edition equips marketing and brand managers with a thorough understanding of the evolving rules of brand management and practical applications.