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Reviews: “Kapferer continues to be on the leading edge.”
— Earl N Powell, President Emeritus, Design Management Institute, Boston, USA
“One of the best on brand management. Kapferer is thought provoking and always able to create insights on various brand related topics.”
— Rik Rezebos, CEO Brand Capital and director of the European Institute for Brand Management
“I have been ‘blown away’ by the depth of thinking, the rigour and the organized structure. It far surpasses anything i have encountered in the world of branding.”
— Scott Talgo, former Chief Secretary Officer at London Associates Principal at Galea Consulting Group, Managing Director at J Scott Consulting
Description: Adopted by the world leading business schools, MBA programmes and marketing practitioners alike, The New Strategic Brand Management is simply the reference source for senior strategists, marketing and brand directors and postgraduate students. Over the years it established its reputation as one of the leading works on brand strategy but also 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. Thoroughly updated, transformed and enriched, it is essential for understanding today’s brands and managing them efficiently in today’s markets. Adapted to reflect the issue of low cost competition the main challenge facing brands all over the world, it contains significant new content reflecting the ultra-competitive environment such as,
• how to create premium brands to escape price competition
• rethinking brands in the era o social media and internet influence
• rethinking brand platforms to stimulate powerful and creative brand activation
• the need for more culture and content in brands
• brand or business model? The new face of competition
• how to manage retail brands – is more always better?
• why did current brand building not prevent the growth of private labels?
• the increasing importance and visibility of corporate brands
• the return of local brands in the face of globalization
• brand deletion, turnaround and strategic portfolio management
The New Strategic Brand Management also looks at the interrelationship between strategy and brand strategy, relating brand decisions to the growth strategy. Essential reading whether you are a part of multinational corporation or a small dynamic organization, it will help you to develop strong global or local brands.
Contents: Part I: Introduction: Building the brand when the clients are empowered • Why is branding so strategic? • Brand equity in question • What is a brand ? • How brand definitions have changed through time • Broadening the concept of brand • Differentiating between brand assets, strength and value • Tracking brand equity • Comparing brand equity profiles • 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 brand • Reputation focus versus brand focus • From managing the brand to managing by the 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 power to say no! • The product and the brand • Halo effect: kernel and peripheral values • Each brand needs a flagship product • Advertising products through the brand prism • Brands versus other signs of quality • Obstacles to the implementation of branding • Asia’s branding culture • Brand and business models • Are brands for all companies? Yes • The benefits of being a brand: magazines as brands • Differentiating a commodity by the brand • Building a market leader without advertising: Jacob’s Creek wine • Brand building: from product to values, and vice versa • Are leading brands the best products or the best value curve? • Understanding the value curve of the target • Breaking the rule and acting fast • Backing the brand by a business model • Brand diversity: how specific are different sectors? • Luxury brands are specific • Service brands • The branding of nature • Pharmaceutical brands • Business-to-business brands • The internet brand • Country brands • Thinking of towns as brands • Universities and business schools are brands • Thinking of celebrities as brands • Managing retail brands • Evolution of the distributor’s brand • Are they brands like the others? • Why sell distributors’ brands? • Should manufacturers produce goods for DOBs? • 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 • Launching a store brand: eight steps • Optimizing the store brand marketing mix • How trade brands become real brands • When are more retail brands too much?
Part II: The challenges of modern markets • The new brand management • The limits of a certain type of marketing • The end of brands as we knew them • What will tomorrow’s world be? • What are tomorrow’s brands? • The new key words of strategic brand management • Targeting for the new strategic brand management • From brand activation to brand activism • Adapting to new market realities • We have entered B to B to C marketing • The power of business models • Building the brand at contact points • The enlarged scope of brand management • Brands need brand content • 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 • Building an inspiring brand platform • What is wrong with current brand platforms? • What should one expect from a brand platform? • What should the brand platform be if the brand covers multiple categories? • From brand platform to product linesPart III: 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 economics of brand positioning • Implementing the strategy: what flagship product? • Choosing a name for a strong brand • Building brand awareness • Brand campaign or product campaign? • Brand language and territory of communication • Making creative 3600 communications work for the brand at all contact points • Building brand authority through opinion leaders and communities • Growing the brand • Growth through existing customers • Line extensions: necessity and limits • Growth through innovation • What are the factors of success for innovations today? • New lines and old lines: the virtuous circle • Disrupting markets through value innovation: blue ocean Do blue ocean innovations really work? • Managing fragmented markets • From technological to cultural innovations • Growth through cross-selling between brands • Growth through internationalization • Sustaining a brand long term • Is there a brand life cycle? • Resisting the low-cost revolution • Nurturing the perceived difference • Investing in media communication • Facing hard-discount competition • Suppressing unnecessary costs • Fighting value destruction through education and innovation • Creating entry barriers • How to succeed in trading up • Unlocking the secrets of super-premium brands • Brand equity versus customer equity: one needs the other • Sustaining proximity with trendsetters • Should brands follow their customers? • Brand and products: identity and change • Bigger or better brands? • From reassurance to stimulation of desire • 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 • How each product builds the masterbrand • 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 • Identifying potential extensions • The economics of brand extension • What is new on brand extension? • What did this research reveal? • How extensions impact the brand: a typology of effects • Avoiding the risk of dilution • Balancing identity and adaptation to the extension market segments • Preparing the brancl for remote extensions • Practical framework for evaluating extensions • Keys to successful brand extensions • Succeeding at vertical brand stretching • Is the market really attractive? • Should we implement it alone? Partnerships and licences • An extension-based business model: Virgin • How execution kills a good idea: easyCar • Brand architecture • The key questions of brand architecture • Type of brands • The main types of brand architecture • Choosing the appropriate branding strategy • New trends in branding strategies • Internationalizing the architecture of the brand • Some classic dysfunctions • What name for new products? • BB mixes organization, subsidiary and brand • Corporate branding • Corporate brands and product brands • Multi-brand portfolios • Why rationalize portfolios • From single to multiple brands: Michelin • The benefits of multiple entries in a market • Linking the brand portfolio to market 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 organization match the brand portfolio? • Auditing the portfolio strategically • Portfolio management: allocating investments according to brand potential • A local and global portfolio - Nestle • Brand deletion, business preservation • 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 the name change? • Managing resistance to change • Factors of successful brand transfers • Changing the corporate brand • Brand turnaround and rejuvenation • The decay of brand equity • Factors of decline and deletion • When a brand becomes generic • Preventing the brand from ageing and deletion • Revitalizing an old brand 3 • Growing older but not ageing • Managing global brands • From global to post-global • The pendulum is swinging back to local • Facing counterfeited products and logos • Patterns of brand globalization • Why globalize? • The benefits of a global image • Conditions favouring global brands • Barriers to globalization • Coping with local service • Naming problems • Achieving the delicate local-global balance • Local brands can strike back • The process of brand globalization • Globalizing communications: processes and problems • Making local brands converge
Part IV: Brand valuation • Financial valuation and accounting for brands • Accounting for brands: the debate • What is financial brand equity? • Evaluating brand valuation methods • Brand valuation in practice • The evaluation of complex cases • What about the brand values published annually in the press? • Unintended impact of the IFRS norms on brand valuations • Financially evaluating the cost of an image prejudice ISBN - 9780749465155
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