Strategic Brand Management Creating and Sustaining Brand Equity Long Term

Name: Strategic Brand Management Creating and Sustaining Brand Equity Long Term
Price: 10.11 USD
Availability: InStock
ISBN: 9780749420697

ISBN-10: 0749420693

ISBN-13: 9780749420697

Edition: 2nd 1997

Authors: Jean-Noï¿½l Kapferer

List price: $35.00

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This in-depth account of every aspect of brand management is destined to become the definitive book on the topic for many years to come. Packed with examples and case studies, it pays particular attention to the development of global brands.

Book details

List price: $35.00
Edition: 2nd
Copyright year: 1997
Publisher: Kogan Page, Limited
Publication date: 1/1/1997
Binding: Paperback
Pages: 320
Size: 6.25" wide x 9.25" long x 1.25" tall
Weight: 1.584
Language: English

Jean-Noel Kapferer is an internationally recognized thought leader on brands and brand management. A professor at HEC Paris , he holds a PhD from Northwestern University (USA) and is an active consultant to many European , Asian and American corporations. He is the author of 12 books, including the international best seller New Strategic Brand Management , and Reinventing the Brand, and most recently The Luxury Strategy , all three published by Kogan Page.



Introduction:Managing brand equity: from brand value to brand values



Understanding Brands



What's in a brand? The logic of branding What does branding mean? Brands and other signs of quality Obstacles to adopting a brand logic Service branding Luxury brands



Brand identity Brand identity: a necessary concept Identity and image The facets of identity Retailer identity



Sources of identity The productsPower of the name Brand characters and symbols Trademarks and logos Geographical and historical roots Advertising: content and form



Brand Management



Creating a brand Confusing brand launch with product launch Principles of brand creation Does the name count so much? Brand awareness



Managing the time factor: identity and change The effects of time The pyramidal model of a brand Brand themes, codes, and kernel Revitalizing brands Brand updating through products



Brand extension Why extend the brand? Types of brand extension Stress on the brand through extension Public reaction to brand extension Brand extension: how? A few classic mistakes Handling the change



Brand-product relationships Branding strategies Selection criteria Corporate versus product branding Product names: what autonomy? Retailer brand policies Breakdowns in the brand-product relationship: a few classic examples



The brand portfolioBrand portfolios and market segmentation Multibrand strategy Multibrand limitations The case of retailers' brands Merging two brands



Going international Geographical expansion: a necessity Global brands: a source of opportunities From national name to world brand Globalization: the consumer perspective Conditions favoring global brands Barriers to globalization Impact of the single European market Globalizing brands in Europe How global are global brands? The path to consistency Handling the name transition



The Brand In Perspective



Brand, products, enterprise, and institution Distinguishing the levels of communication Managing integrated communication Imbalance in integrated communication Handling the image crisis



Financial evaluation of brands The problem of brand separability Valuation in terms of costs Valuation according to market price Valuation according to potential earnings Brands, balance sheets, and financial information The case of created brands


Conclusion


Bibliography


Index


About the Author