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-Noël 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 deals with 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.

Strategic Brand Management

Business & Money

Kapferer, Jean-Noël

Management & Leadership

Free Press

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.

Strategic brand management: New approaches to creating and evaluating brand equity

Kogan Page, Ltd.

""Strategic Brand Management"" deals with the concept and practice of brand management in its totality. The new edition is packed with fresh examples and case studies of brands from throughout the world, and pays particular attention to the development of global brands. Three new chapters have been included which concentrate on the life span of brands by looking at: the sources of challenges to brand equity; factors which dictate a brand's life expectancy; and revitalisation strategies for declining brands. More attention is now given to multi-brand strategies and there is a new chapter on the growing practice of merging brands. Given the increasing attention paid to brands by the business to business sector, the service sector and producers of luxury goods, much more reference is made to these markets.

Strategic Brand Management: Creating and Sustaining Brand Equity Long Term

Kogan Page.

Nominated for the FNAC-Arthur Andersen Trophy for Best Business Book of the Year.

Reinventing the Brand: Can the World's Top Brands Survive the New Market Realities

Marketing & Sales

Kogan Page Business Books

A comprehensive and practical review of the new rules of brand management.

The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (New Strategic Brand Management: Creating & Sustaining Brand Equity)

Adopted internationally by business schools, MBA programs, and marketing practitioners, The New Strategic Brand Management is the reference source of choice for senior strategists, positioning professionals and postgraduate students. Over the years it has established a reputation as one of the leading works on brand strategy. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Explaining the latest techniques used by companies worldwide, author Jean-Noel Kapferer covers all the leading issues faced by brand strategists today, supported by numerous international case studies. With both gravitas and intelligent insight, the book reveals new thinking on an array of topics including: brand architecture and diversity strategies; market adaptation approaches; and positioning in the private label and store brand environment.

The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term 4th edition (New Strategic Brand Management: Creating & Sustaining Brand Equity)

Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like "mass-luxury," "new luxury" and "hyper luxury" attempt to qualify luxury. But if everything is luxury then surely the term itself has no meaning! There is confusion today about what really makes a luxury product, a luxury brand or a luxury company. The Luxury Strategy analyzes in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods – often very far from the usual marketing strategies – used to transform small family businesses such as Ferrari, BMW, Louis Vuitton, Cartier, Chanel, Armani or Ralph Lauren into worldwide successes. The Luxury Strategy clarifies the difference between "premium," "fashion," and "luxury," and sets out the counter-intuitive rules for successfully marketing luxury goods and services. Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level, including human resources and financial management. Finally, The Luxury Strategy unveils how in any market, including B to B, a company can learn from luxury strategies to differentiate itself profitably.

The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

Bastien, Vincent

Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like "mass-luxury," "new luxury" and "hyper luxury" attempt to qualify luxury, causing confusion today about what really makes a luxury product, a luxury brand or a luxury company. Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level. The new edition of The Luxury Strategy includes more information about digital strategy, globalization, sustainable development and why luxury brands are resilient to recessions. It analyzes in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods – often very far from the usual marketing strategies – used to transform small family businesses such as Ferrari, BMW, Louis Vuitton, Cartier, Chanel, Armani or Ralph Lauren into worldwide successes. The Luxury Strategy rationalizes those business models which have achieved profitability, while sustaining the luxury status of their brands, and sets out the counter-intuitive rules for successfully marketing luxury goods and services.

Adopted internationally by business schools, MBA programs, and marketing practitioners, The New Strategic Brand Management is the reference source of choice for senior strategists, positioning professionals and postgraduate students. Over the years it has established a reputation as one of the leading works on brand strategy.
The fifth edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking, with dedicated sections for specific types of brands (luxury, corporate and retail), international examples, and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka. Explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by brand strategists today. With both gravitas and intelligent insight, the book reveals new thinking on topics such as putting culture and content into brands, the impact of private labels, the new dynamics of targeting and the comeback of local brands.

The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity)

Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare

In an industry where rarity and exclusivity are keys to success, business growth can be both positive and negative. In this book, renowned luxury and branding expert Jean-Noël Kapferer (author of the classic New Strategic Brand Management and co-author of bestseller The Luxury Strategy) offers a collection of carefully chosen new and popular essays that address issues relating to luxury growth. He provides answers to questions such as: how fast should a firm grow and where in the world should it do so, how much volume should a brand sell, and when does saturation occur? Essays also address: --The challenges of sustaining luxury --The importance of remaining rare --The artification of luxury --Why luxury should not delocalize --Adapting the luxury organization to the web --An exploration into consumers’ psychology of luxury prices --The distinct business models of luxury brands

Industries

See the best price to sell, buy, or rent books by Kapferer, Jean-Noël. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Books by Kapferer, Jean-Noël

See the best price to sell, buy, or rent books by Kapferer, Jean-Noël. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Strategic Brand Management

Strategic brand management: New approaches to creating and evaluating brand equity

Strategic Brand Management: Creating and Sustaining Brand Equity Long Term

Reinventing the Brand: Can the World's Top Brands Survive the New Market Realities

The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (New Strategic Brand Management: Creating & Sustaining Brand Equity)

The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term 4th edition (New Strategic Brand Management: Creating & Sustaining Brand Equity)

The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands

The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity)

Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare