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Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity (Paperback)

by Jean Noel Kapferer (Author)

4.8 out of 5 stars See all reviews (4 customer reviews)

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Product details

Paperback: 320 pages
Publisher: Kogan Page Ltd; 2nd Revised edition edition (30 Sep 1997)
Language English
ISBN-10: 0749420693
ISBN-13: 978-0749420697
Product Dimensions: 23.6 x 15.4 x 3.4 cm

Average Customer Review: 4.8 out of 5 stars See all reviews (4 customer reviews)

Amazon.co.uk Sales Rank: 437,875 in Books (See Bestsellers in Books)
Popular in this category:
#66 in Books > Business, Finance & Law > Sales & Marketing > Product Management

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Product Description

Review

"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

Product Description

An in-depth account of aspects of brand management, dealing with the concept and practice of brand management in its totality. Examples and case studies are given throughout of brands across the world, paying particular attention to the development of global brands. This second edition is fully updated to take account of recent developments.

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Customer Reviews

4 Reviews

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4.8 out of 5 stars (4 customer reviews)

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4 of 4 people found the following review helpful:

5.0 out of 5 stars kapferer clarifies - brand management is in its infancy, 24 Oct 1997

By A Customer

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/

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4 of 4 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

This review is from: Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity (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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6 of 7 people found the following review helpful:

5.0 out of 5 stars A remarkably sensational & inspiring book for success!, 9 Jun 2001

By A Customer

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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Most Recent Customer Reviews

4.0 out of 5 stars It deals with all the perspectives of brand management
This is a great book,full of updated examples and easy to understand graphs.The book is extremely useful for whoever is going to work in the marketing department of a... Read more

Published on 28 Feb 2002 by albericomarra@libero.it

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