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Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity [Hardcover]

Jean Noel Kapferer
5.0 out of 5 stars  See all reviews (1 customer review)

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Book Description

1 May 1994
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.


Product details

  • Hardcover: 341 pages
  • Publisher: Simon & Schuster (1 May 1994)
  • Language: English
  • ISBN-10: 0029170451
  • ISBN-13: 978-0029170458
  • Product Dimensions: 24.3 x 16.4 x 3 cm
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (1 customer review)
  • Amazon Bestsellers Rank: 1,560,954 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Review

"Liaisons Sociales" A particularly brilliant immersion in the universe of brand names.

From the Publisher

The second edition of Strategic Brand Management will not disappoint followers of Jean-Noel Kapferer's unique style of exhaustive analysis and expert commentary. Anyone wanting a thorough understanding of the new rules of brand management and how to put them into practice will find this latest edition a unique source of inspiration and original thought. --This text refers to an out of print or unavailable edition of this title.

Inside This Book (Learn More)
First Sentence
Many corporations have forgotten why they have brands. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
By A Customer
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.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com: 4.3 out of 5 stars  3 reviews
18 of 19 people found the following review helpful
5.0 out of 5 stars A Terrific Book! 20 Dec 1999
By A Customer - Published on Amazon.com
Format:Hardcover
Unlike many brand experts who consider brand to be something that shifty marketers invent in dark rooms and then overlay on products, Kapferer suggests that there is an organic genesis to brand, having to do with the culture of the corporation that creates them. It's a refreshing concept, and one that is extremely valuable for the non-profit and service sectors, who don't usually create new products or services based on the latest market fad.
This is a much more conceptual approach to branding than I've seen in other works, and one that will serve as a good introduction to brand for someone who has no background in it. It's equally good, though, for someone who has trudged through other more tactical books, and even for someone who has a solid background in branding.
7 of 7 people found the following review helpful
3.0 out of 5 stars A big yawn 11 Dec 2001
By "dialmb" - Published on Amazon.com
Format:Hardcover
Nothing to see here...move along.
Kapferer promises "new approaches" and delivers the same tired pablum. Not worth the time it takes to read it--you won't find anything applicable in the book.
4 of 6 people found the following review helpful
5.0 out of 5 stars Practical text, suitable for all marketing professionals. 9 Jun 1996
By A Customer - Published on Amazon.com
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.
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