Strategic Brand Management : Creating and Sustaining Brand Equity Long Term

Jean-Noel Kapferer

overzicht

An in-depth account of aspects of brand management, dealing with the concept and practice of brand management in its totality. Examples and case studies are given throughout of brands across the world, paying particular attention to the development of global brands. This second edition is fully updated to take account of recent developments.
 9780749423735 /  Kogan Page /  1997 /  2nd editie /  443p. /  pb / 

Strategic Brand Management : Creating and Sustaining Brand Equity Long Term

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An in-depth account of aspects of brand management, dealing with the concept and practice of brand management in its totality. Examples and case studies are given throughout of brands across the world, paying particular attention to the development of global brands. This second edition is fully updated to take account of recent developments.

The second edition of Strategic Brand Management will not disappoint followers of Jean-Noel Kapferer's unique style of exhaustive analysis and expert commentary.

Anyone wanting a thorough understanding of the new rules of brand management and how to put them into practice will find this latest edition a unique source of inspiration and original thought.

From the Author

New and exciting ideas on brand building I am pleased to introduce this new edition of Jean-Noel Kapferer's Strategic Brand Management, edited by Kogan Page.

This , the second edition, and its publication in five languages , is a testament to the book's success with marketing professionnals and advanced business students alike throughout the world.

Philip Kotler himself summarized the book's contribution as " new exciting ideas and perspectives that have been absent from our literature". Three unique ingredients have contributed to the book's success and they continue to set it apart from others in the field . Firstly, there is the book's premise that consumer behaviour is not the whole story in any effective brand management.It encompasses strategic analysis, competitive analysis, financial considerations and all other activities a company might bring to bear on the process.

This book goes further than an academic summary of the available consumer research material and it is this integrated approach that makes it unique.All aspects of branding and the value added are covered in depth, including brand financial valuation, managing brand portfolios, the brand life cycle and revitalization strategies. Secondly, it appreciates that whole methodologies and practical models are crucial to effective decision making. Checklists or consumer models alone are not enough in examining specific brand decisions .

This second edition develops exclusive and practical models to help managers diagnose problems, analyse alternatives, and reach solutions . These include concepts such as the brand identity prism, the pyramidal model of brand evolution whilst maintainig its identity, the six branding architectures relating brand and products, and others. More and more companies are now employing these specific models or frameworks in their brand reviews and brand strategy formulation . Thirdly, this book avoids its competitors' reliance on well known and over used case history. There is much to be learned from other examples. The backdrop is more international, more diversified, and not limited to fast moving consumer goods.

In the second edition of Strategic Brand Management, Kapferer includes exclusive content on managing luxury brands, private labels, ingredient brands, high-tech brands, service brands, and business-to-business brands, corporate branding. Anyone wanting a thorough understanding of the new rules of brand management and how to put them into practice will find this latest edition a unique source of inspiration and original thought.

The first edition of Strategic Brand Management was published in 1992 to great critical acclaim.This new edition has been fully rewritten and revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management around the world.Packed with fresh examples and case studies,this second edition of Kapferer's Strategic Brand Management will not disappoint its readers.

This is the list of chapters:

-Brand equity in question ( the challenge of distributor's brands)

 -The new rules of brand management

-Brand identity -Launching new brands

-Sustaining a brand long term -Adapting to the market: identity versus change

-Branding architectures

-Brand extensions

-Multi-brand portfolios

-Handling name changes and brand transfers

-Decline, ageing and revitalization

-Making brands go global -

Financial evaluation and accounting for brands.