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New Strategic Brand Management Creating and Sustaining Brand Equity Long Term

ISBN-10: 0749450851

ISBN-13: 9780749450854

Edition: 4th 2008 (Revised)

Authors: Jean-No�l Kapferer

List price: $70.00
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Description:

Adopted international 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 not only established a reputation as one of the leading works on brand strategy but has become synonymous with the topic itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noel Kapferer covers all the leading issues faced by brand strategists today. 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.
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Book details

List price: $70.00
Edition: 4th
Copyright year: 2008
Publisher: Kogan Page, Limited
Publication date: 3/1/2008
Binding: Paperback
Pages: 576
Size: 7.50" wide x 9.50" long x 1.50" tall
Weight: 2.926

Jonathan Reuvid graduated in PPE at Oxford University, worked as an economist for the French national oil company, Total, and then in investment banking before taking up senior line and staff positions in industry including general management of a Fortune 500 multinational covering most Western European countries. Subsequently, Jonathan Reuvid engaged in joint venture development in China and a parallel career in business book publishing. He is author of or consultant editor for more than 30 Kogan Page titles.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.

List of figures
List of tables
Preface to the fourth edition
Introduction: Building the brand when the clients are empowered
Why is branding so strategic?
Brand equity in question
What is a brand?
Differentiating between brand assets, strength and value
Tracking brand equity
Goodwill: the convergence of finance and marketing
How brands create value for the customer
How brands create value for the company
Corporate reputation and the corporate brand
Strategic implications of branding
What does branding really mean?
Permanently nurturing the difference
Brands act as a genetic programme
Respect the brand 'contract'
The product and the brand
Each brand needs a flagship product
Advertising products through the brand prism
Brands and other signs of quality
Obstacles to the implications of branding
Brand and business building
Are brands for all companies?
Building a market leader without advertising
Brand building: from product to values, and vice versa
Are leading brands the best products or the best value?
Understanding the value curve of the target
Breaking the rule and acting fast
Comparing brands and business models: cola drinks
From private labels to store brands
Evolution of the distributor's brand
Are they brands like the others?
Why have distributors' brands?
The financial equation of the distributor's brand
The three stages of the distributor's brand
The case of Decathlon
Factors in the success of distributors' brands
Optimising the DOB marketing mix
The real brand issue for distributors
Competing against distributors' brands
Facing the low-cost revolution
Should manufacturers produce goods for DOBs?
Brand diversity: the types of brands
Luxury, brand and griffe
Service brands
Brand and nature: fresh produce
Pharmaceutical brands
The business-to-business brand
The internet brand
Country brands
Thinking of towns as brands
Universities and business schools are brands
Thinking of celebrities as brands
Thinking of television programmes as brands
The challenges of modern markets
The new rules of brand management
The limits of a certain type of marketing
About brand equity
The new brand realities
We have entered the B to B to C phase
Brand or business model power?
Building the brand in reverse?
The power of passions
Beginning with the strong 360[degree] experience
Beginning with the shop
The company must be more human, more open
Experimenting for more efficiency
The enlarged scope of brand management
Licensing: a strategic lever
How co-branding grows the business
Brand identity and positioning
Brand identity: a necessary concept
Identity and positioning
Why brands need identity and positioning
The six facets of brand identity
Sources of identity: brand DNA
Brand essence
Creating and sustaining brand equity
Launching the brand
Launching a brand and launching a product are not the same
Defining the brand's platform
The process of brand positioning
Determining the flagship product
Brand campaign or product campaign?
Brand language and territory of communication
Choosing a name for a strong brand
Making creative 360[degree] communications work for the brand
Building brand foundations through opinion leaders and communities
The challenge of growth in mature markets
Growth through existing customers
Line extensions: necessity and limits
Growth through innovation
Disrupting markets through value innovation
Managing fragmented markets
Growth through cross-selling between brands
Growth through internationalisation
Sustaining a brand long term
Is there a brand life cycle?
Nurturing a perceived difference
Investing in communication
No one is free from price comparisons
Branding is an art at retail
Creating entry barriers
Defending against brand counterfeiting
Brand equity versus customer equity: one needs the other
Sustaining proximity with influencers
Should all brands follow their customers?
Reinventing the brand: Salomon
Adapting to the market: identity and change
Bigger or better brands?
From reassurance to stimulation
Consistency is not mere repetition
Brand and products: integration and differentiation
Specialist brands and generalist brands
Building the brand through coherence
The three layers of a brand: kernel, codes and promises
Respecting the brand DNA
Managing two levels of branding
Growth through brand extensions
What is new about brand extensions?
Brand or line extensions?
The limits of the classical conception of a brand
Why are brand extensions necessary?
Building the brand through systematic extensions: Nivea
Extending the brand to internationalise it
Identifying potential extensions
The economics of brand extension
What research tells us about brand extensions
What did the research reveal?
How extensions impact the brand: a typology
Avoiding the risk of dilution
Balancing identity and adaptation to the extension market segments
Assessing what should not change: the brand kernel
Preparing the brand for remote extensions
Keys to successful brand extensions
Is the market really attractive?
An extension-based business model: Virgin
How execution kills a good idea: easyCar
Brand architecture
The key questions of brand architecture
Type and role of brands
The main types of brand architecture
Choosing the appropriate branding strategy
New trends in branding strategies
Internationalising the architecture of the brand
Some classic dysfunctions
What name for new products?
Group and corporate brands
Corporate brands and product brands
Multi-brand portfolios
Inherited complex portfolios
From single to multiple brands: Michelin
The benefits of multiple entries
Linking the portfolio to segmentation
Global portfolio strategy
The case of industrial brand portfolios
Linking the brand portfolio to the corporate strategy
Key rules to manage a multi-brand portfolio
The growing role of design in portfolio management
Does the corporate organisation match the brand portfolio?
Auditing the portfolio strategically
A local and global portfolio - Nestle
Handling name changes and brand transfers
Brand transfers are more than a name change
Reasons for brand transfers
The challenge of brand transfers
When one should not switch
When brand transfer fails
Analysing best practices
Transferring a service brand
How soon after an acquisition should transfer take place?
Managing resistance to change
Factors of successful brand transfers
Changing the corporate brand
Brand turnaround and rejuvenation
The decay of brand equity
The factors of decline
Distribution factors
When the brand becomes generic
Preventing the brand from ageing
Rejuvenating a brand
Growing older but not ageing
Managing global brands
The latest on globalisation
Patterns of brand globalisation
Why globalise?
The benefits of a global image
Conditions favouring global brands
The excess of globalisation
Barriers to globalisation
Coping with local diversity
Building the brand in emerging countries
Naming problems
Achieving the delicate local-global balance
Being perceived as local: the new ideal of global brands?
Local brands can strike back
The process of brand globalisation
Globalising communications: processes and problems
Making local brands converge
Brand valuation
Financial valuation and accounting for brands
Accounting for brands: the debate
What is financial brand equity?
Evaluating brand valuation methods
The nine steps to brand valuation
The evaluation of complex cases
What about the brand values published annually in the press?
Bibliography
Index