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The new strategic brand management : creating and sustaining brand equity long term / Jean-Noel Kapferer

Main Author Kapferer, Jean-Noel Country Reino Unido. Edition 3rd ed Publication London : Kogan Page, cop. 2004 Description XIV, 497 p. : il. ; 25 cm ISBN 0-7494-4283-2 CDU 658.8 659.127.6
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Holdings
Item type Current location Call number Status Date due Barcode Item holds Course reserves
Monografia Biblioteca da UMinho no Campus de Azurém
BPG 658.8 - K Available 347531

Licenciatura em Marketing Gestão do Produto e Marca 1º semestre

Mestrado em Design de Comunicação de Moda Criação de Marcas de Mercado 2º semestre

Mestrado em Design e Marketing de Produto Têxtil, Vestuário e Acessórios Criação de Marcas de Mercado 2º semestre

Total holds: 0

Enhanced descriptions from Syndetics:

Praise and Reviews

"the best book on brands yet"

- Design Magazine

"New exciting ideas and perspectives on brand building are offered that have been absent from our literature."

- Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management

"Managing a brand without reading this book is like driving a car without your license."

- Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, Korea

"Kapferer's hierarchy of brands is an extrordinary insight"

- Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School Press

"One of the definitive resources on branding for marketing professionals worldwide."

- Vikas Kumar, The Economic Times, India

"One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics."

- Rik Riezebos, CEO Brand Capital and director of EURIB / European Institute for Brand Management

The first two editions of Strategic Brand Management were published to great critical acclaim. The New Strategic Brand Management has been rewritten and fully revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management worldwide.

Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand. There are several new chapters, including:

brand and business building

the challenge of growth in mature markets

managing retail brands.

Plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding.

The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.

Table of contents provided by Syndetics

  • List of figures (p. ix)
  • List of tables (p. xi)
  • Preface to the third edition (p. xiii)
  • Introduction: You can't build the brand without building the business (p. 1)
  • Part 1 Why is branding so strategic?
  • 1 Brand equity in question (p. 9)
  • What is a brand? (p. 9)
  • Differentiating between brand assets, strength and value (p. 13)
  • Tracking brand equity (p. 15)
  • Goodwill: the convergence of finance and marketing (p. 18)
  • How brands create value for the customer (p. 20)
  • How brands create value for the company (p. 24)
  • Corporate reputation and the corporate brand (p. 29)
  • 2 Strategic implications of branding (p. 33)
  • What does branding really mean? (p. 33)
  • Permanently nurturing the difference (p. 37)
  • What you do first is most important (p. 38)
  • The brand is really a contract (p. 40)
  • The product and the brand (p. 41)
  • Each brand needs a flagship product (p. 44)
  • Advertising products through the brand prism (p. 45)
  • Brands and other signs of quality (p. 46)
  • Obstacles to the implications of branding (p. 48)
  • Service brands (p. 51)
  • 3 Brand and business building (p. 55)
  • Are brands for all companies? (p. 55)
  • Building a market leader without advertising (p. 58)
  • Brand building: from product to values, and vice versa (p. 61)
  • Are leading brands the best products? (p. 62)
  • Understanding the value curve of the target (p. 63)
  • Breaking the rule and acting fast (p. 64)
  • Comparing brand and business models: cola drinks (p. 64)
  • Two different approaches to luxury brand building (p. 69)
  • Part 2 The challenges of modern markets
  • 4 The new rules of brand management (p. 75)
  • The new challenges of modern markets (p. 75)
  • Key principles of competitive branding (p. 78)
  • The enlarged scope of brand management (p. 85)
  • Licensing: a strategic lever (p. 89)
  • The logic of co-branding (p. 91)
  • 5 Brand identity and positioning (p. 95)
  • Brand identity: a necessary concept (p. 95)
  • Identity and positioning (p. 99)
  • Why brands need identity and positioning (p. 102)
  • The six facets of brand identity (p. 106)
  • Sources of identity (p. 113)
  • Brand essence (p. 122)
  • 6 The logic of retail brands (p. 125)
  • The changing nature of retail brands (p. 125)
  • Why have a retail brand? (p. 127)
  • The business logic of retail brands (p. 128)
  • How retail brands grow (p. 128)
  • Success factors of retail brands (p. 130)
  • Optimising the retail brand marketing mix (p. 132)
  • Changing the brand and business model: Decathlon (p. 133)
  • How manufacturers compete against retail brands (p. 135)
  • Defending against imitation by retail brands (p. 139)
  • Facing the low-cost revolution (p. 141)
  • Part 3 Creating and sustaining brand equity
  • 7 Launching the brand (p. 147)
  • Launching a brand and launching a product are not the same (p. 147)
  • Defining the brand's platform (p. 149)
  • The process of brand positioning (p. 151)
  • Determining the flagship product (p. 154)
  • Brand campaign or product campaign? (p. 155)
  • Brand language and territory of communication (p. 155)
  • Choosing a name for a strong brand (p. 156)
  • Overcoming thresholds in brand awareness (p. 159)
  • Making creative advertising work for the brand (p. 161)
  • Building brand foundations through opinion leaders (p. 163)
  • Taking distributors into account (p. 165)
  • 8 The challenge of growth in mature markets (p. 167)
  • Growth through existing customers (p. 167)
  • Line extensions: necessity and limits (p. 171)
  • Growth through innovation (p. 175)
  • Disrupting markets through value innovation (p. 179)
  • Managing fragmented markets (p. 181)
  • Growth through cross-selling between brands (p. 182)
  • Growth through internationalisation (p. 182)
  • 9 Sustaining a brand long term (p. 185)
  • Is there a brand life cycle? (p. 186)
  • The fragile equilibrium of added value (p. 188)
  • Recreating a perceived difference (p. 191)
  • Investing in communication (p. 194)
  • No one is free from price comparisons (p. 195)
  • Image is an art at retail (p. 198)
  • Creating entry barriers (p. 199)
  • Defending against brand counterfeiting (p. 201)
  • From brand equity to customer equity (p. 203)
  • Sustaining proximity with influencers (p. 212)
  • The necessity of dual management (p. 214)
  • 10 Adapting to the market: identity and change (p. 217)
  • The necessity of change (p. 218)
  • Brand identity versus brand diversity (p. 219)
  • Consistency is not mere repetition (p. 222)
  • The three layers of a brand: kernel, codes and promises (p. 222)
  • Respecting the brand contract (p. 224)
  • Managing two levels of branding (p. 225)
  • Checking the value of one's identity (p. 227)
  • Reinventing the brand: Salomon (p. 228)
  • 11 Growth through brand extensions (p. 233)
  • What is new about brand extensions? (p. 234)
  • Brand or line extensions? (p. 236)
  • The limits of the classical conception of a brand (p. 238)
  • Why are brand extensions necessary? (p. 241)
  • Building the brand through systematic extensions (p. 244)
  • Extending the brand to internationalise it (p. 246)
  • Identifying potential extensions (p. 247)
  • The economics of brand extension (p. 249)
  • What research tells us about brand extensions (p. 254)
  • How extensions impact the brand: a typology (p. 263)
  • Avoiding the risk of dilution (p. 264)
  • What does brand coherence really mean? (p. 269)
  • Balancing identity and change (p. 270)
  • Assessing what should not change: the brand kernel (p. 272)
  • Preparing the brand for remote extensions (p. 274)
  • Keys to successful brand extensions (p. 278)
  • Is the market is really attractive? (p. 283)
  • A few classic implementation errors (p. 284)
  • An extension-based business model: Virgin (p. 288)
  • 12 Brand architecture: managing brand and product relationships (p. 293)
  • Branding strategies (p. 294)
  • Choosing the appropriate branding strategy (p. 310)
  • Retailer branding strategies (p. 315)
  • New trends in branding strategies (p. 318)
  • Internationalising the architecture of the brand (p. 321)
  • Group and corporate brands (p. 322)
  • Corporate brands and product brands (p. 325)
  • 13 Multi-brand portfolios (p. 329)
  • Inherited complex portfolios (p. 330)
  • From single to multiple brands: Michelin (p. 331)
  • The benefits of multiple entries (p. 333)
  • Linking the portfolio to segmentation (p. 334)
  • Global portfolio strategy (p. 339)
  • The case of industrial brand portfolios (p. 340)
  • Linking the brand portfolio to the corporate strategy (p. 342)
  • Key rules to manage a multi-brand portfolio (p. 344)
  • Design and portfolio management (p. 347)
  • Does the brand portfolio match the organisation? (p. 348)
  • Auditing the portfolio strategically (p. 349)
  • A local and global portfolio - Nestle (p. 350)
  • 14 Handling name changes and brand transfers (p. 353)
  • Brand transfers are more than a name change (p. 353)
  • Reasons for brand transfers (p. 355)
  • The challenge of brand transfers (p. 356)
  • When one should not switch (p. 357)
  • When brand transfer fails (p. 358)
  • Analysing best practices (p. 360)
  • Transferring a service brand (p. 369)
  • Which brand to retain after a merger (p. 371)
  • Managing resistance to change (p. 372)
  • Factors of successful brand transfers (p. 374)
  • Changing the corporate brand (p. 376)
  • 15 Ageing, decline and revitalisation (p. 379)
  • The decay of brand equity (p. 380)
  • The factors of decline (p. 381)
  • Distribution factors (p. 384)
  • When the brand becomes generic (p. 385)
  • The ageing of brands (p. 385)
  • Rejuvenating a brand (p. 387)
  • Growing older but not ageing (p. 392)
  • 16 Managing global brands (p. 395)
  • The latest on globalisation (p. 396)
  • Patterns of brand globalisation (p. 399)
  • Why globalise? (p. 401)
  • The benefits of a global image (p. 406)
  • Conditions favouring global brands (p. 408)
  • The excess of globalisation (p. 410)
  • Barriers to globalisation (p. 411)
  • Coping with local diversity (p. 413)
  • Building the brand in emerging countries (p. 418)
  • Naming problems (p. 419)
  • Achieving the delicate local-global balance (p. 420)
  • Being perceived as local: the new ideal of global brands? (p. 423)
  • Local brands make a comeback? (p. 425)
  • The process of brand globalisation (p. 427)
  • Globalising communications: processes and problems (p. 435)
  • Making local brands converge (p. 438)
  • Part 4 Brand valuation
  • 17 Financial brand valuation and accounting for brands (p. 443)
  • Accounting for brands: the debate (p. 444)
  • What is financial brand equity? (p. 447)
  • Evaluating brand valuation methods (p. 452)
  • The nine steps to brand valuation (p. 464)
  • The evaluation of complex cases (p. 467)
  • What about the brand values published annually in the press? (p. 468)
  • Bibliography (p. 471)
  • Index (p. 485)

Excerpt provided by Syndetics

Introduction: You can't build the brand without building the business Part One: Why is branding so strategic? 1. 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 2. Strategic implications of branding What does branding really mean? Permanently nurturing the difference What you do first is most important The brand is really a 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 Service brands 3. 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? Understanding the value curve of the target Breaking the rule and acting fast Comparing brand and business models: cola drinks Two different approaches to luxury brand building Part Two: The challenges of modern markets 4. The new rules of brand management The new challenges of modern markets Key principles of competitive branding The enlarged scope of brand management Licensing: a strategic lever The logic of co-branding 5. 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 essence 6. The logic of retail brands The changing nature of retail brands Why have a retail brand? The business logic of retail brands How retail brands grow Success factors of retail brands Optimising the retail brand marketing mix Changing the brand and business model: Decathlon How manufacturers compete against retail brands Defending against imitation by retail brands Facing the low cost revolution Part Three: Creating and sustaining brand equity 7. 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 Overcoming thresholds in brand awareness Making creative advertising work for the brand Building brand foundations through opinion leaders Taking distributors into account 8. 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 9. Sustaining a brand long term Is there a brand life cycle? The fragile equilibrium of added value Recreating a perceived difference Investing in communication No one is free from price comparisons Image is an art at retail Creating entry barriers Defending against brand counterfeiting From brand equity to customer equity Sustaining proximity with influencers The necessity of dual management 10. Adapting to the market: identity and change The necessity of change Brand identity versus brand diversity Consistency is not mere repetition The three layers of a brand: kernel, codes and promises Respecting the brand contract Managing two levels of branding Checking the value of one's identity Reinventing the brand: Salomon 11. 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 Extending the brand to internationalise it Identifying potential extensions The economics of brand extension What research tells us about brand extensions How extensions impact the brand: a typology Avoiding the risk of dilution What does brand coherence really mean? Balancing identity and change Assessing what should not change: the brand kernel Preparing the brand for remote extensions Keys to successful brand extensions Is the market is really attractive? A few classic implementation errors An extension-based business model: Virgin 12. Brand architecture: managing brand and product relationships Branding strategies Choosing the appropriate branding strategy Retailers' branding strategies New trends in branding strategies Internationalising the architecture of the brand Group and corporate brands Corporate brands and product brands 13. 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 Design and portfolio management Does the brand portfolio match the organisation? Auditing the portfolio strategically A local and global portfolio - Nestlé 14. 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 Which brand to retain after a merger Managing resistance to change Factors of successful brand transfers Changing the corporate brand 15 Ageing, decline and revitalisation The decay of brand equity The factors of decline When the brand becomes generic The ageing of brands Rejuvenating a brand Growing older but not ageing 16. Managing global brands The latest on globalisation A classification of global brands 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 make a comeback? The process of brand globalization Globalising communications: processes and problems Making local brands converge Part Four: Brand valuation 17. Financial brand valuation 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? Excerpted from The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term by Jean N. Kapferer, Jean-Noël Kapferer All rights reserved by the original copyright owners. Excerpts are provided for display purposes only and may not be reproduced, reprinted or distributed without the written permission of the publisher.

Reviews provided by Syndetics

CHOICE Review

The saying "You don't get a second chance to make a good first impression" holds true for brand management. Kapferer (HEC School of Management, France) notes the importance of building brand equity from the start. "A brand does in fact act as a genetic programme," Kapferer states. "What is done at birth exerts a long-lasting influence on market perceptions." Each early step, from creating the product prototype and bringing it to market to shaping its identity, lays the groundwork for what the brand will become. But even a strong brand such as Coca-Cola cannot coast on its reputation alone. Kapferer discusses how safeguarding brand equity in today's business environment is more challenging than ever because companies have to contend with retailer brands, global competition, and the Internet. The payoffs can be enormous, though, with Coca-Cola's brand valued at $69 billion, Microsoft's at $64 billion, and IBM's, $51 billion. In addition to the branding process, this new edition (1st ed., Strategic Brand Management, CH, Sep'94, 32-0404) also covers other aspects of brand management: brand extensions, name changes, brand revitalization, and global brand management. ^BSumming Up: Recommended. Upper-division undergraduate and graduate students; marketing faculty, researchers, and practitioners. P. G. Kishel Cypress College

Author notes provided by Syndetics

Jean-Noel Kapferer is a professor of marketing strategy at HEC School of Management in France.

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