The New Strategic Brand Management: Creating And Sustaining Brand Equity Long Term: Creating and Substaining Brand Equity Long Term - Brossura

Kapferer, Jean-Noel

Brossura

ISBN 10: 0749442832 ISBN 13: 9780749442835

Casa editrice: Kogan Page Ltd, 2004

Riassunto

A comprehensive and practical review of the new rules of brand management.

Su questo libro

Informazioni sull?autore

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.

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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?

Dettagli dell?edizione

• Editore: Kogan Page Ltd
• Data di pubblicazione: 2004
• Lingua: Inglese
• ISBN 10: 0749442832
• ISBN 13: 9780749442835
• Rilegatura: Copertina flessibile
• Numero edizione: 3
• Numero di pagine: 497
• Contatto del produttore: non disponibile
• Persona responsabile: non disponibile