The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term

by Kapferer, Jean-Noel

• ISBN13: 9780749450854
• ISBN10: 0749450851
• Edition: 4th
• Format: Paperback
• Copyright: 2008-03-01
• Publisher: Kogan Page Ltd

Summary

Adopted internationally by business schools, MBA programmes and marketing practitioners alike, "The New Strategic Brand Management" is simply the reference source for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but also has become synonymous with the topic itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noel Kapferer covers all the leading issues faced by the brand strategist today, supported by an array of international case studies. With both gravitas and intelligent insight, the book reveals new thinking on a wealth of topics including: brand architecture and diversity strategies; market adaptation approaches; positioning in the private label and store brand environment, and much, much more.

Author Biography

Jean-Noël Kapferer is an internationally recognized authority on brands and brand management. A Professor of marketing strategy at HEC Graduate School of Management in France, he holds a PhD from Northwestern University. His other books include Reinventing the Brand (also Kogan Page).

Table of Contents

List of figures	p. ix
List of tables	p. xii
Preface to the fourth edition	p. xiv
Introduction: Building the brand when the clients are empowered	p. 1
Why is branding so strategic?	p. 7
Brand equity in question	p. 9
What is a brand?	p. 9
Differentiating between brand assets, strength and value	p. 13
Tracking brand equity	p. 15
Goodwill: the convergence of finance and marketing	p. 18
How brands create value for the customer	p. 19
How brands create value for the company	p. 23
Corporate reputation and the corporate brand	p. 26
Strategic implications of branding	p. 31
What does branding really mean?	p. 31
Permanently nurturing the difference	p. 35
Brands act as a genetic programme	p. 36
Respect the brand 'contract'	p. 38
The product and the brand	p. 39
Each brand needs a flagship product	p. 41
Advertising products through the brand prism	p. 42
Brands and other signs of quality	p. 44
Obstacles to the implications of branding	p. 45
Brand and business building	p. 51
Are brands for all companies?	p. 51
Building a market leader without advertising	p. 52
Brand building: from product to values, and vice versa	p. 55
Are leading brands the best products or the best value?	p. 57
Understanding the value curve of the target	p. 58
Breaking the rule and acting fast	p. 58
Comparing brands and business models: cola drinks	p. 59
From private labels to store brands	p. 65
Evolution of the distributor's brand	p. 66
Are they brands like the others?	p. 69
Why have distributors' brands?	p. 74
The financial equation of the distributor's brand	p. 75
The three stages of the distributor's brand	p. 77
The case of Decathlon	p. 79
Factors in the success of distributors' brands	p. 82
Optimising the DOB marketing mix	p. 84
The real brand issue for distributors	p. 85
Competing against distributors' brands	p. 87
Facing the low-cost revolution	p. 90
Should manufacturers produce goods for DOBs?	p. 93
Brand diversity: the types of brands	p. 95
Luxury, brand and griffe	p. 95
Service brands	p. 103
Brand and nature: fresh produce	p. 106
Pharmaceutical brands	p. 108
The business-to-business brand	p. 113
The internet brand	p. 119
Country brands	p. 123
Thinking of towns as brands	p. 125
Universities and business schools are brands	p. 128
Thinking of celebrities as brands	p. 131
Thinking of television programmes as brands	p. 132
The challenges of modern markets	p. 135
The new rules of brand management	p. 137
The limits of a certain type of marketing	p. 139
About brand equity	p. 141
The new brand realities	p. 144
We have entered the B to B to C phase	p. 152
Brand or business model power?	p. 153
Building the brand in reverse?	p. 154
The power of passions	p. 155
Beginning with the strong 360[degree] experience	p. 156
Beginning with the shop	p. 158
The company must be more human, more open	p. 158
Experimenting for more efficiency	p. 159
The enlarged scope of brand management	p. 160
Licensing: a strategic lever	p. 164
How co-branding grows the business	p. 166
Brand identity and positioning	p. 171
Brand identity: a necessary concept	p. 171
Identity and positioning	p. 175
Why brands need identity and positioning	p. 178
The six facets of brand identity	p. 182
Sources of identity: brand DNA	p. 188
Brand essence	p. 197
Creating and sustaining brand equity	p. 201
Launching the brand	p. 203
Launching a brand and launching a product are not the same	p. 203
Defining the brand's platform	p. 204
The process of brand positioning	p. 207
Determining the flagship product	p. 209
Brand campaign or product campaign?	p. 210
Brand language and territory of communication	p. 210
Choosing a name for a strong brand	p. 211
Making creative 360[degree] communications work for the brand	p. 214
Building brand foundations through opinion leaders and communities	p. 215
The challenge of growth in mature markets	p. 219
Growth through existing customers	p. 219
Line extensions: necessity and limits	p. 222
Growth through innovation	p. 227
Disrupting markets through value innovation	p. 230
Managing fragmented markets	p. 232
Growth through cross-selling between brands	p. 234
Growth through internationalisation	p. 234
Sustaining a brand long term	p. 237
Is there a brand life cycle?	p. 238
Nurturing a perceived difference	p. 240
Investing in communication	p. 243
No one is free from price comparisons	p. 245
Branding is an art at retail	p. 247
Creating entry barriers	p. 248
Defending against brand counterfeiting	p. 250
Brand equity versus customer equity: one needs the other	p. 252
Sustaining proximity with influencers	p. 260
Should all brands follow their customers?	p. 262
Reinventing the brand: Salomon	p. 263
Adapting to the market: identity and change	p. 269
Bigger or better brands?	p. 270
From reassurance to stimulation	p. 271
Consistency is not mere repetition	p. 272
Brand and products: integration and differentiation	p. 273
Specialist brands and generalist brands	p. 275
Building the brand through coherence	p. 279
The three layers of a brand: kernel, codes and promises	p. 290
Respecting the brand DNA	p. 292
Managing two levels of branding	p. 293
Growth through brand extensions	p. 295
What is new about brand extensions?	p. 296
Brand or line extensions?	p. 298
The limits of the classical conception of a brand	p. 300
Why are brand extensions necessary?	p. 303
Building the brand through systematic extensions: Nivea	p. 306
Extending the brand to internationalise it	p. 309
Identifying potential extensions	p. 310
The economics of brand extension	p. 312
What research tells us about brand extensions	p. 316
What did the research reveal?	p. 324
How extensions impact the brand: a typology	p. 324
Avoiding the risk of dilution	p. 326
Balancing identity and adaptation to the extension market segments	p. 330
Assessing what should not change: the brand kernel	p. 332
Preparing the brand for remote extensions	p. 333
Keys to successful brand extensions	p. 336
Is the market really attractive?	p. 340
An extension-based business model: Virgin	p. 342
How execution kills a good idea: easyCar	p. 345
Brand architecture	p. 347
The key questions of brand architecture	p. 347
Type and role of brands	p. 349
The main types of brand architecture	p. 356
Choosing the appropriate branding strategy	p. 372
New trends in branding strategies	p. 376
Internationalising the architecture of the brand	p. 379
Some classic dysfunctions	p. 379
What name for new products?	p. 381
Group and corporate brands	p. 385
Corporate brands and product brands	p. 388
Multi-brand portfolios	p. 391
Inherited complex portfolios	p. 392
From single to multiple brands: Michelin	p. 393
The benefits of multiple entries	p. 395
Linking the portfolio to segmentation	p. 396
Global portfolio strategy	p. 401
The case of industrial brand portfolios	p. 402
Linking the brand portfolio to the corporate strategy	p. 405
Key rules to manage a multi-brand portfolio	p. 406
The growing role of design in portfolio management	p. 409
Does the corporate organisation match the brand portfolio?	p. 410
Auditing the portfolio strategically	p. 411
A local and global portfolio - Nestle	p. 413
Handling name changes and brand transfers	p. 415
Brand transfers are more than a name change	p. 415
Reasons for brand transfers	p. 416
The challenge of brand transfers	p. 418
When one should not switch	p. 419
When brand transfer fails	p. 420
Analysing best practices	p. 421
Transferring a service brand	p. 426
How soon after an acquisition should transfer take place?	p. 428
Managing resistance to change	p. 431
Factors of successful brand transfers	p. 433
Changing the corporate brand	p. 435
Brand turnaround and rejuvenation	p. 437
The decay of brand equity	p. 438
The factors of decline	p. 439
Distribution factors	p. 442
When the brand becomes generic	p. 443
Preventing the brand from ageing	p. 443
Rejuvenating a brand	p. 445
Growing older but not ageing	p. 450
Managing global brands	p. 455
The latest on globalisation	p. 456
Patterns of brand globalisation	p. 459
Why globalise?	p. 461
The benefits of a global image	p. 466
Conditions favouring global brands	p. 468
The excess of globalisation	p. 470
Barriers to globalisation	p. 471
Coping with local diversity	p. 473
Building the brand in emerging countries	p. 478
Naming problems	p. 479
Achieving the delicate local-global balance	p. 480
Being perceived as local: the new ideal of global brands?	p. 483
Local brands can strike back	p. 485
The process of brand globalisation	p. 487
Globalising communications: processes and problems	p. 495
Making local brands converge	p. 498
Brand valuation	p. 501
Financial valuation and accounting for brands	p. 503
Accounting for brands: the debate	p. 504
What is financial brand equity?	p. 507
Evaluating brand valuation methods	p. 513
The nine steps to brand valuation	p. 525
The evaluation of complex cases	p. 528
What about the brand values published annually in the press?	p. 529
Bibliography	p. 531
Index	p. 545
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