The New Strategic Brand Management: Creating and Sustaining Brand Equity Long TermAdopted internationally by 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 not only established a 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. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noël Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more. Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company. |
Contents
Building the brand when the clients are empowered | 1 |
Why is branding so strategic? | 7 |
The challenges of modern markets | 135 |
Creating and sustaining brand equity | 201 |
Brand valuation | 501 |
531 | |
545 | |
Common terms and phrases
added value advertising assets become benefits brand architecture brand equity brand extension brand identity brand management brand name brand personality brand portfolio brand strategy brand transfers brand values business model buyers cent clients Coca-Cola coherence Cola communication competition competitors concept consumers corporate brand costs countries created culture customers Danone daughter brands differentiation distribution distributor's brand distributors drink endorsing brand Europe evaluation example facets fact factors global brands globalisation growth innovation intangible Kapferer l’Oréal Lacoste launched leader linked loyalty luxury brands market share means multiple Nestlé Nivea offer Orangina organisation parent brand perceived Peugeot positioning Procter & Gamble product brands product or service profits purchase question Ralph Lauren range relationship reputation retailers risk Schneider Electric sector segment sell source brand specific target tions typical umbrella brand Unilever Virgin worldwide yoghurt