Verwandte Artikel zu The New Strategic Brand Management: Creating and Sustaining...
Inhaltsangabe
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.
Die Inhaltsangabe kann sich auf eine andere Ausgabe dieses Titels beziehen.
Über die Autorin bzw. den Autor
Jean-Noel Kapferer is an internationally recognized thought leader on brands and brand management. An Emeritus 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 New Strategic Brand Management, The Luxury Strategy and Kapferer on Luxury, all published by Kogan Page.
Auszug. © Genehmigter Nachdruck. Alle Rechte vorbehalten.
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?
„Über diesen Titel“ kann sich auf eine andere Ausgabe dieses Titels beziehen.
EUR 3,86
EUR 4,53 für den Versand von Vereinigtes Königreich nach Deutschland
Versandziele, Kosten & DauerWeitere beliebte Ausgaben desselben Titels
Suchergebnisse für The New Strategic Brand Management: Creating and Sustaining...
Beispielbild für diese ISBN
The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (New Strategic Brand Management: Creating & Sustaining Brand Equity)
Verlag:
Kogan Page Business Books, 2004
ISBN 10: 0749442832
ISBN 13: 9780749442835
Gebraucht
Softcover
Anbieter: Phatpocket Limited, Waltham Abbey, HERTS, Vereinigtes Königreich
Verkäuferbewertung 5 von 5 Sternen
Zustand: Good. Your purchase helps support Sri Lankan Children's Charity 'The Rainbow Centre'. Ex-library, so some stamps and wear, but in good overall condition. Our donations to The Rainbow Centre have helped provide an education and a safe haven to hundreds of children who live in appalling conditions. Artikel-Nr. Z1-U-019-02082
Anzahl: 1 verfügbar
Beispielbild für diese ISBN
The New Strategic Brand Management: Creating And Sustaining Brand Equity Long Term
Anbieter: Ammareal, Morangis, Frankreich
Verkäuferbewertung 5 von 5 Sternen
Softcover. Zustand: Bon. Edition 2004. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Good. Edition 2004. Ammareal gives back up to 15% of this item's net price to charity organizations. Artikel-Nr. F-497-769
Anzahl: 1 verfügbar
Beispielbild für diese ISBN
The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term
Verlag:
Kogan Page Ltd, United Kingdom, London, 2004
ISBN 10: 0749442832
ISBN 13: 9780749442835
Gebraucht
Paperback
Anbieter: WorldofBooks, Goring-By-Sea, WS, Vereinigtes Königreich
Verkäuferbewertung 5 von 5 Sternen
Paperback. Zustand: Very Good. 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. The book has been read, but is in excellent condition. Pages are intact and not marred by notes or highlighting. The spine remains undamaged. Artikel-Nr. GOR002045303
Anzahl: 5 verfügbar
Beispielbild für diese ISBN
The New Strategic Brand Management: Creating And Sustaining Brand Equity Long Term
Anbieter: Ammareal, Morangis, Frankreich
Verkäuferbewertung 5 von 5 Sternen
Softcover. Zustand: Très bon. Ancien livre de bibliothèque. Edition 2004. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Very good. Former library book. Edition 2004. Ammareal gives back up to 15% of this item's net price to charity organizations. Artikel-Nr. F-158-373
Anzahl: 1 verfügbar
Beispielbild für diese ISBN
The New Strategic Brand Management : Creating and Sustaining Brand Equity Long Term
Anbieter: Better World Books, Mishawaka, IN, USA
Verkäuferbewertung 5 von 5 Sternen
Zustand: Good. 2nd Edition. Former library book; may include library markings. Used book that is in clean, average condition without any missing pages. Artikel-Nr. GRP64407497
Anzahl: 1 verfügbar
Beispielbild für diese ISBN
The New Strategic Brand Management : Creating and Sustaining Brand Equity Long Term
Anbieter: Better World Books, Mishawaka, IN, USA
Verkäuferbewertung 5 von 5 Sternen
Zustand: Very Good. 2nd Edition. Former library book; may include library markings. Used book that is in excellent condition. May show signs of wear or have minor defects. Artikel-Nr. GRP61915683
Anzahl: 1 verfügbar