- Paperback: 496 pages
- Publisher: Kogan Page; 3 edition (20 Aug 2004)
- Language English
- ISBN-10: 0749442832
- ISBN-13: 978-0749442835
- Product Dimensions: 3.2 x 19 x 24.8 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 540,634 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Review
Examines the rules of the discipline and how to put them into practice in (todays market. )
—Anand P Rarnan, Senior Editor, Harvard Business Review, May 2005
"Kapferer’s book is one of the cornerstones of brand management in MBA programs today.’"
Inside This Book
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First Sentence
Brands have become a major player in modern society. Read the first page
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
Brands have become a major player in modern society. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews
Most Helpful Customer Reviews
5 of 5 people found the following review helpful
Format:Paperback
The 4th edition improves upon the 3rd incorporating the latest trends and developments. It reinforces this book as a very comprehensive coverage of almost all aspects of branding. I have been using it as a text book for my MBA students with great success. An area of improvement could be inclusion of more examples from Asia and Americas which would elevate this to an all time great book on branding. Will strongly recommend to any business student as the single reader for understanding all facets of branding.
Format:Paperback
I wish I had read Kapferer at the beginning of my career. This book is simply brilliant as an introduction to the very basic concepts of brand management, but also as a simple and clear guide to the more complex areas of this discipline - such as brand extensions etc.
The examples though mainly FMCG are insightful, and the style is refreshingly honest and Gallic. I particularly like Kapferer's approach to brand platform definition and design. This thinking has helped me massively in my career building blue chip brands.
I don't agree with all his thinking, but overall what Kapferer gives is a different and clear thought leading perspective that is extremely helpful.
The examples though mainly FMCG are insightful, and the style is refreshingly honest and Gallic. I particularly like Kapferer's approach to brand platform definition and design. This thinking has helped me massively in my career building blue chip brands.
I don't agree with all his thinking, but overall what Kapferer gives is a different and clear thought leading perspective that is extremely helpful.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
6 reviews
10 of 12 people found the following review helpful
Highly Recommended !
1 Mar 2005
Format:Paperback
This is an authoritative, well-researched textbook on global branding. Surprisingly, it reads lighter than its considerable bulk because author Jean-Noel Kapferer uses vivid examples of real companies and products to make his points. His branding war stories make the material easier to digest, but only to a point. This remains a textbook, with more than 50 tables in 497 pages, so don't expect to zip through it. However, it is an extremely useful single source about modern brand theory. If you are a casual marketer, as opposed to a serious student of branding, reap this book's rewards by referring to specific chapters to solve problems. You will find thorough answers and illuminating examples from companies worldwide. Kapferer keeps branding in perspective and recognizes that brands are built on successful businesses. We find this book genuinely valuable and strongly recommend it to anyone in marketing and corporate strategy development.
1 of 1 people found the following review helpful
The New Strategic Brand Management
1 Sep 2009
Format:Paperback
This is a very complete, rigorous, and useful book that covers virtually all of the key elements of brand strategy. With over 500 pages of clearly written and well organized content, this is a terrific resource that gives brand strategists the frameworks and tools to attack brand issues with both hard analytics and soft image-based solutions.
A strength to Kapferer's approach is his balanced use of principles, models, tangible examples, and "how to" suggestions. He also provides real world context with recognition of challenging economic conditions and the dramatic changes to the technolgy landscape. The section on brand identity and brand positioning is particularly important given the necessity of creating powerful brand differentiation without diluting customer relevance and value.
There is so much good material here...I suggest that readers not read this book casually like a lot of the single-topic, quick-read business best sellers. Instead this is a rich reference source that invites you to really think about each of the topic-based chapters and to return for fresh insights again and again. I do.
A strength to Kapferer's approach is his balanced use of principles, models, tangible examples, and "how to" suggestions. He also provides real world context with recognition of challenging economic conditions and the dramatic changes to the technolgy landscape. The section on brand identity and brand positioning is particularly important given the necessity of creating powerful brand differentiation without diluting customer relevance and value.
There is so much good material here...I suggest that readers not read this book casually like a lot of the single-topic, quick-read business best sellers. Instead this is a rich reference source that invites you to really think about each of the topic-based chapters and to return for fresh insights again and again. I do.
1 of 1 people found the following review helpful
A Book For Success
11 Jan 2009
Format:Paperback
Excellent book, I have already applied various principles from it. Should be the checklist for Brand Management in any company. Highly recommended.
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