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Description: Adopted by leading international business schools. MBA programmes and marketing practitioners alike. The New Strategic Brand Management is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has only established a reputation as one of the leading works on brand strategy but has also become synonymous with the topic itself.
This new edition builds on its impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest models used by companies worldwide, author Jean-NoA«l Kapferer covers all the leading issues faced by brand strategists today, supported by an array of international case studies. With both gravitas and intelligent insight, this book reveals new thinking on crucial topics including:
growth in saturated markets ¢ positioning private labels and store brands ¢ decommoditisation ¢ globalisation and market adaptation ¢ innovation in emerging markets ¢ co-branding strategies ¢ brand rejuvenation and turn around ¢ internal branding and corporate branding ¢ managing brand consistency and diversity ¢ financial evaluation of brands.
Moving beyond marketing, The New Strategic Brand Management addresses the bigger picture, integrating other components such as business models, HR and finance into brand building. It analyses the specifics of brands in B2B. services, distribution, the internet and the luxury sector. It extends the brand concept to celebrities, universities, towns and nations.
Contents: Introduction: Building the brand when the clients are empowered ¢ Part One: 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 ¢ Part Two: 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 360a° 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 ¢ Part Three: 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 360a° 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 ” NestlA ¢ 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 ¢ Part Four: 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.
About the Author: Jean-NoA«l Kapferer is one of the very few worldwide experts on brands. His book stands out from others with its unique insights, its style of exhaustive analysis and its original perspectives, stemming from his strategic vision, and his international background and experience. A professor of marketing strategy at HEC Paris, he holds a PhD from Northwestern University (USA) and is an active consultant to many European. US and Asian corporations. He also gives executive seminars in the US. China, Japan, Korea and India. He is the author of six books on branding, advertising and communication, including Reinventing the Brand, also published by Kogan Page. You can contact him at www.kapferer.com
Target Audience: Business schools, branding professionals, corporates, etc.
Special prices are applicable to the authorised sales territory only.
Prices are subject to change without prior notice. ISBN 9788175544406
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Pages : 5476
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