Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity

by JeanNoelKapferer (Author)

• Used

  Paperback
  1995

  $9.43

  While many companies now recognize that one of their most valuable assets is their brands, real brand management is still in its infancy. Brand management begins with a consistent strategy which aims to define and manage a brand's identity and, ultimately, guarantee long-term financial gains and competitive advantage. Most marketing books fall short of a strategic approach by taking a narrow view of branding and dealing more with the tactical aspects such as packaging, trademarks, logos and so on. Strategic Brand Management deals with the concept and practice of brand management in its totality. The author's account of every aspect of brand management aims to answer such pertinent questions as: how do you define a brand's core identity?; how many brands are enough in a specific market?; how far should a brand be extended?; how do you manage brands over time?; how should a brand's value be measured, tracked and controlled?; how do you manage a vast product range under a limited number of brands?; and how do you move from local to global branding? Packed with examples and case studies of brands throughout the world, the book is written from an international perspective, paying particular attention to the development of global brands. All types of brands are covered: product brands, corporate brands and both consumer and industrial products.

• Used

  Paperback
  1997

  $3.26

  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.

• Used

  Hardcover
  1994

  $3.26

  Thousands of companies now recognize that brand names are their most valuable assets, but too often branding is merely a tactical decision, almost an afterthought. In this thought-provoking work, Jean-Noel Kapferer, an international authority on brand management and marketing, provides the most comprehensive model for strategic brand management to date. With hundreds of examples and case studies of brands throughout the world, Kapferer deals with the very essence and culture of branding and provides an overall philosophy for every aspect of brand management. At the heart of the book is Kapferer's concept of the brand as a pyramid with three levels: the apex is the kernel or core identity; the middle is the style or personality; and at the bases are the underlying themes and advertising programs. A brand, Kapferer argues, is not a product, but the product's essence, its meaning, and its direction. Strategic brand management starts with a holistic understanding of this gestalt rather than its component parts: the brand name, logo, design or packaging, and image. This gestalt must be managed, not just in marketing, but throughout the entire company. The most successful brand managers, Kapferer explains, search for new opportunities and new markets through the explosive phenomenon of global branding. Kapferer takes the reader through a comprehensive list of benefits, dangers, and pitfalls, and also step-by-step through each of the globalization phases -- from name transitions to maintaining consistency. He describes the conditions under which global branding works best, and the appropriateness of a multi-domestic marketing mix as opposed to a global mix. He also dealswith the corporate barriers to having global brands and the structural changes that corporations may have to undergo if they are to fully maximize the benefits of global branding. This hook, already a standard reference in Europe, brings branding in the U.S. into the 1990s.