The New Strategic Brand Management [Paperback]New Approaches to Creating and Evaluating Brand Equityby Jean-Noel Kapferer
Usually ships within 3 to 5 working days Description of The New Strategic Brand ManagementThe first two editions of Stategic Brand Management were published to huge acclaim. This New Strategic Management has been rewritten and hugely revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management around the world. This title is far more than just a third edition but rather a whole new book for today's brands and managing them efficiently in today's markets.The New Strategic Brand Management deals with the concept and practice of brand management in its totality. It is packed with fresh examples and case studies of brands from throughout the world and pays particular attention to global brands. This title also looks at the hype surrounding branding and insists on the role of sound business decisions when building a brand. There are completely new chapters on: - distributor brands - business growth - corporate brands and most substantantial of all is a completely new section on innovation and its role in growing and reinventing brands. Title Information
Press and Industry Reviews"With its thorough analysis and numerous case studies, this is the best book on brands yet. It is an invaluable reference for designers, marketing managers and brand managers alike."- DESIGN Write a review of this book Customer Reviews from AmazonContents of The New Strategic Brand ManagementCONTENTSList of figures List of tables Preface to the second edition Introduction: the big brand challenge PART ONE: UNDERSTANDING BRANDS 1 - Brand equity in question Goodwill: the convergence of finance and marketing The brand: a source of value for the consumer The brand: a source of value to the company From brand assets to financial value The challenge of distributors' own brands 2 - The new rules of brand management What does branding really mean? Constantly renewing brand difference A brand is a living memory A brand is a genetic programme Brands endow products with meaning A brand is a contract Brand contract requirements Brands and other signs of quality Obstacles to the branding principles Implications of the brand equity concept Service brands The case of luxury brands The logic of co-branding 3 - Brand identity Brand identity: a necessary concept Identity and image The six facets of identity Sources of identity Analysing a brand's potential PART TWO: BRAND MANAGEMENT 4 - Launching new brands Launching a brand and launching a product are not the same Defining the brand's platform Determining which products are most typical Brand campaign or product campaign? Brand language and territory of communication Choosing a name for a strong brand Gaining recognition and brand awareness Taking distributors into account 5 - Sustaining a brand long term The equilibrium of added value Renovations and innovations Nourish the perceived difference Invest in communication Remain within the mainstream price Dominate to invest Control the distribution system Create entry barriers Reinforce brand loyalty From brand equity to customer equity 6 - Adapting to the market: identity versus change The power of consistency The three layers of a brand: kernel, codes and promises Respecting the brand contract Managing two levels of branding Range extension: necessity and limits 7 - Brand architecture: handling a large product portfolio Branding strategies Choosing the appropriate branding strategy Product names: autonomy or affiliation? Retailer branding strategies Failures in brand-product relationships: a few classic examples Corporate brands and product brands 8 - Brand extension Why extend the brand? The limits of the classic conception of branding Economic consequences of brand extension Experimental studies on brand extension Typicality and evaluation of extensions Typology of brand extensions Stress on the brand through extension Increasing the brand scope through gradual extension Choosing the right brand extension A few classic errors The marketing mix of brand extensions The limits of brand extension 9 - Multi-brand portfolios Brand portfolios and market segmentation Multi-brand strategies The case of industrial brands Global portfolio logic Distributors' own-brand portfolios 10 - Handling name changes and brand transfers Types of brand transfers Reasons for brand transfers From Raider to Twix From Philips to Whirlpool From GE to Black & Decker From Chambourcy to Nestli Which brand to retain after a merger Managing resistance to change Key factors for a successful brand transfer Merging corporate brands 11 - Decline, ageing and revitalisation The factors of decline When the brand becomes generic The ageing of brands Rejuvenating a brand The factors of success 12 - Making brands go global Geographical extension: a necessity The global brand: a source of opportunities From single name to global brand Consumers and globalisation Conditions favouring global brands Disruption vs optimisation marketing Barriers to globalisation Managerial blockages The impact of the single European market Which organisation for a global brand? The pathways to globalisation PART THREE: BRAND VALUATION 13 - Financial evaluation and accounting for brands The discovery of the financial value of brands Why include brands on the balance sheet? The accounting treatment of created brands Cost-based brand valuation methods Valuation by market price Valuation by potential earnings Brands, balance sheets and financial information Conclusion Bibliography Index |
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