- Hardcover: 341 pages
- Publisher: Simon & Schuster; illustrated edition edition (1 May 1994)
- Language English
- ISBN-10: 0029170451
- ISBN-13: 978-0029170458
- Product Dimensions: 23.6 x 15.7 x 3 cm
- Average Customer Review: 4.8 out of 5 stars See all reviews (4 customer reviews)
- Amazon Bestsellers Rank: 1,249,160 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Review
"Liaisons Sociales" A particularly brilliant immersion in the universe of brand names.
Product Description
Thousands of companies now recognize that brand names are their most valuable assets, but too often branding is merely a tactical decision, almost an afterthought. In this thought-provoking work, Jean-Noel Kapferer, an international authority on brand management and marketing, provides the most comprehensive model for strategic brand management to date. With hundreds of examples and case studies of brands throughout the world, Kapferer deals with the very essence and culture of branding and provides an overall philosophy for every aspect of brand management.
At the heart of the book is Kapferer's concept of the brand as a pyramid with three levels: the apex is the "kernel" or core identity; the middle is the style or personality; and at the bases are the underlying themes and advertising programs. A brand, Kapferer argues, is not a product, but the product's essence, its meaning, and its direction. Strategic brand management starts with a holistic understanding of this "gestalt" rather than its component parts: the brand name, logo, design or packaging, and image. This "gestalt" must be "managed," not just in marketing, but throughout the entire company.
The most successful brand managers, Kapferer explains, search for new opportunities and new markets through the explosive phenomenon of global branding. Kapferer takes the reader through a comprehensive list of benefits, dangers, and pitfalls, and also step-by-step through each of the globalization phases -- from name transitions to maintaining consistency. He describes the conditions under which global branding works best, and the appropriateness of a multi-domestic marketing mix as opposed to a global mix. He also dealswith the corporate barriers to having global brands and the structural changes that corporations may have to undergo if they are to fully maximize the benefits of global branding. This hook, already a standard reference in Europe, brings branding in the U.S. into the 1990s.
Inside This Book
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First Sentence
Many corporations have forgotten why they have brands. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Many corporations have forgotten why they have brands. Read the first page
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Concordance
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
Format:Paperback
Before brand image and positioning, other things are needed. Kapferer explains why these include : identity, vision/purpose, brand architecture and charter. All ways of integrating marketing as an organisation-wide learning process. Every brand owner needs a copy of this book. If you'd like to form a discussion group debating key lessons on branding (and when it is/isn't the most valuable corporate asset), please e-mail me at wcbn007@easynet.co.uk. Sincerely, Chris Macrae, author Brand Chartering Handbook & editor MELNET www.brad.ac.uk/branding/
4 of 4 people found the following review helpful
Format:Hardcover
Kapferer's scholarly investigation of ways of creating and managing brand-equity should be a welcome addition
to the office-shelves of both corporate brand managers and professors of business schools. This book fills a
pressing need for a comprehensive text of Brand Management that is grounded in sound theoretical concepts.
While the majority of previously-published books on brand management have relied solely on providing shining industry
exemplars, their theory-development leaves much to be desired. Instead, Kapferer provides a systematic and
rigorous treatment of brand-equity creation and management, that should be appreciated by all who have serious
interest in this aspect of contemporary marketing. The author holds a Ph.D. in marketing from Northwestern
University and is a respected professor at HEC, France. One caveat that I may offer prospective readers is
the multiplicity of examples of French companies that may be somewhat unfamiliar to an American audience.
However, this last-mentioned issue may also be seen as an advantage, insofar as it reveals the branding issues
in a global marketplace.
to the office-shelves of both corporate brand managers and professors of business schools. This book fills a
pressing need for a comprehensive text of Brand Management that is grounded in sound theoretical concepts.
While the majority of previously-published books on brand management have relied solely on providing shining industry
exemplars, their theory-development leaves much to be desired. Instead, Kapferer provides a systematic and
rigorous treatment of brand-equity creation and management, that should be appreciated by all who have serious
interest in this aspect of contemporary marketing. The author holds a Ph.D. in marketing from Northwestern
University and is a respected professor at HEC, France. One caveat that I may offer prospective readers is
the multiplicity of examples of French companies that may be somewhat unfamiliar to an American audience.
However, this last-mentioned issue may also be seen as an advantage, insofar as it reveals the branding issues
in a global marketplace.
6 of 7 people found the following review helpful
Format:Paperback
Branding roots from its parent Marketing. Marketing is defined by creating "exchange relationships". Kapferer truly expresses the need in creating this special bond, and relationship between brand and customer. The brand should be the outward expression of the whole organization, it should present a unique identity of the organization. And in turn this uniquess should be expressed and communicated in the most effective way. By doing so, it will create a certain bond between customer and brand and sustain long term brand equity. He truly guides how organizations can make their customers from brand movers to brand devotees. As much what he says is superbly inspirational, however the manner in which he expresses his ideas is exceptionally remarkable. He writes with a combination of a unique French passion and American enthusiasm. It is this fusion that in effect creates a special 'exchange relationship' between reader and author!
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