The new strategic brand management: creating and sustaining brand equity long term
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Kogan Page
2007
|
| Ausgabe: | 3. ed., repr. |
| Schlagworte: | |
| Online-Zugang: | Klappentext Inhaltsverzeichnis |
| Beschreibung: | Frühere Aufl. u.d.T.: Strategic brand management Includes bibliographical references and index |
| Beschreibung: | XIV, 497 S. graph. Darst. |
| ISBN: | 0749442832 9780749442835 |
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| 245 | 1 | 0 | |a The new strategic brand management |b creating and sustaining brand equity long term |c Jean-Noël Kapferer |
| 246 | 1 | 3 | |a Strategic brand manangement |
| 250 | |a 3. ed., repr. | ||
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| 500 | |a Frühere Aufl. u.d.T.: Strategic brand management | ||
| 500 | |a Includes bibliographical references and index | ||
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Datensatz im Suchindex
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| adam_text | The first two editions of Strategic Brand Management were published to great critical acclaim. The
New Strategic Brand Management has been rewritten and fully revised to bring readers absolutely
up-to-date with the dramatic changes that have taken place in brand management worldwide.
Dealing with the concept and practice of brand management in its totality, it is packed with fresh
examples and case studies of brands from all over the world, paying particular attention to global
brands. It also looks at the hype surrounding branding and stresses the role of sound business
decisions when building a brand.There are several new chapters, including:
•
•
•
Plus completely new sections on innovation and its role in growing and reinventing brands, and
corporate branding. The New Strategic Brand Management will provide all marketing and brand
managers with a thorough understanding of the new rules of brand management and how to put
them into practice.
jean-Noel Kapferer is one of the top three worldwide experts on brands, together with the
Americans DavidAAaker and Kevin
original perspectives stems from his international background and experience. A professor of
marketing
University (USA) and is an active consultant to many European, US and Asian corporations. He is the
author of six books on branding, advertising and communication, including Reinventing the Brand, also
published by Kogan Page.You can contact him at www.kapferer.com
CONTENTS LIST OF FIGURES IX LIST OF TABLES XI PREFACE TO THE THIRD
EDITION XIII INTRODUCTION: YOU CAN T BUILD THE BRAND WITHOUT BUILDING
THE BUSINESS 1 PART ONE: WHY IS BRANDING SO STRATEGIC? 1. BRAND EQUITY
IN QUESTION 9 WHAT IS A BRAND? 9; DIFFERENTIATING BETWEEN BRAND ASSETS,
STRENGTH AND VALUE 13; TRACKING BRAND EQUITY 15; GOODWILL: THE
CONVERGENCE OF FINANCE AND MARKETING 18; HOW BRANDS CREATE VALUE FOR THE
CUSTOMER 20; HOW BRANDS CREATE VALUE FOR THE COMPANY 24; CORPORATE
REPUTATION AND THE CORPORATE BRAND 29 2. STRATEGIC IMPLICATIONS OF
BRANDING 33 WHAT DOES BRANDING REALLY MEAN? 33; PERMANENTLY NURTURING
THE DIFFERENCE 37; WHAT YOU DO FIRST IS MOST IMPORTANT 38; THE BRAND IS
REALLY A CONTRACT 40; THE PRODUCT AND THE BRAND 41; EACH BRAND NEEDS A
FLAGSHIP PRODUCT 44; ADVERTISING PRODUCTS THROUGH THE BRAND PRISM 45;
BRANDS AND OTHER SIGNS OF QUALITY 46; OBSTACLES TO THE IMPLICATIONS OF
BRANDING 48; SERVICE BRANDS 51 3. BRAND AND BUSINESS BUILDING 55 ARE
BRANDS FOR ALL COMPANIES? 55; BUILDING A MARKET LEADER WITHOUT
ADVERTISING 58; BRAND BUILDING: FROM PRODUCT TO VALUES, AND VICE VERSA
61; ARE LEADING BRANDS THE BEST PRODUCTS? 62; UNDERSTANDING THE VALUE
CURVE OF THE TARGET 63; BREAKING THE RULE AND ACTING FAST 64; COMPARING
BRAND AND BUSINESS MODELS: COLA DRINKS 64; TWO DIFFERENT APPROACHES TO
LUXURY BRAND BUILDING 69 VI CONTENTS PART TWO: THE CHALLENGES OF MODERN
MARKETS 4. THE NEW RULES OF BRAND MANAGEMENT 75 THE NEW CHALLENGES OF
MODERN MARKETS 75; KEY PRINCIPLES OF COMPETITIVE BRANDING 78; THE
ENLARGED SCOPE OF BRAND MANAGEMENT 85; LICENSING: A STRATEGIC LEVER 89;
THE LOGIC OF CO-BRANDING 91 5. BRAND IDENTITY AND POSITIONING 95 BRAND
IDENTITY: A NECESSARY CONCEPT 95; IDENTITY AND POSITIONING 99; WHY
BRANDS NEED IDENTITY AND POSITIONING 102; THE SIX FACETS OF BRAND
IDENTITY 106; SOURCES OF IDENTITY 113; BRAND ESSENCE 122 6. THE LOGIC OF
RETAIL BRANDS 125 THE CHANGING NATURE OF RETAIL BRANDS 125; WHY HAVE A
RETAIL BRAND? 127; THE BUSINESS LOGIC OF RETAIL BRANDS 128; HOW RETAIL
BRANDS GROW 128; SUCCESS FACTORS OF RETAIL BRANDS 130; OPTIMISING THE
RETAIL BRAND MARKETING MIX 132; CHANGING THE BRAND AND BUSINESS MODEL:
DECATHLON 133; HOW MANUFACTURERS COMPETE AGAINST RETAIL BRANDS 135;
DEFENDING AGAINST IMITATION BY RETAIL BRANDS 139; FACING THE LOW-COST
REVOLUTION 141 PART THREE: CREATING AND SUSTAINING BRAND EQUITY 7.
LAUNCHING THE BRAND 147 LAUNCHING A BRAND AND LAUNCHING A PRODUCT ARE
NOT THE SAME 147; DEFINING THE BRAND S PLATFORM 149; THE PROCESS OF
BRAND POSITIONING 151; DETERMINING THE FLAGSHIP PRODUCT 154; BRAND
CAMPAIGN OR PRODUCT CAMPAIGN? 155; BRAND LANGUAGE AND TERRITORY OF
COMMUNICATION 155; CHOOSING A NAME FOR A STRONG BRAND 156; OVERCOMING
THRESHOLDS IN BRAND AWARENESS 159; MAKING CREATIVE ADVERTISING WORK FOR
THE BRAND 161; BUILDING BRAND FOUNDATIONS THROUGH OPINION LEADERS 163;
TAKING DISTRIBUTORS INTO ACCOUNT 165 8. THE CHALLENGE OF GROWTH IN
MATURE MARKETS 167 GROWTH THROUGH EXISTING CUSTOMERS 167; LINE
EXTENSIONS: NECESSITY AND LIMITS 171; GROWTH THROUGH INNOVATION 175;
DISRUPTING MARKETS THROUGH VALUE INNOVATION 1 79; MANAGING FRAGMENTED
MARKETS 181; GROWTH THROUGH CROSS-SELLING BETWEEN BRANDS 182; GROWTH
THROUGH INTERNATIONALISATION 182 9. SUSTAINING A BRAND LONG TERM 185 IS
THERE A BRAND LIFE CYCLE? 186; THE FRAGILE EQUILIBRIUM OF ADDED VALUE
188; RECREATING A PERCEIVED DIFFERENCE 191; INVESTING IN COMMUNICATION
194; NO ONE IS FREE FROM PRICE COMPARISONS 195; IMAGE IS AN ART AT
RETAIL 198; CREATING ENTRY BARRIERS 199; DEFENDING AGAINST BRAND
COUNTERFEITING 201; FROM BRAND EQUITY TO CUSTOMER EQUITY 203; SUSTAINING
PROXIMITY WITH INFLUENCERS 212; THE NECESSITY OF DUAL MANAGEMENT 214 10.
ADAPTING TO THE MARKET: IDENTITY AND CHANGE 217 THE NECESSITY OF CHANGE
218; BRAND IDENTITY VERSUS BRAND DIVERSITY 219; CONSISTENCY IS NOT MERE
REPETITION 222; THE THREE LAYERS OF A BRAND: KERNEL, CODES AND PROMISES
222; RESPECTING THE BRAND CONTRACT 224; MANAGING TWO LEVELS OF BRANDING
225; CHECKING THE VALUE OF ONE S IDENTITY 227; REINVENTING THE BRAND:
SALOMON 228 CONTENTS VII 11. GROWTH THROUGH BRAND EXTENSIONS 233 WHAT IS
NEW ABOUT BRAND EXTENSIONS? 234; BRAND OR LINE EXTENSIONS? 236; THE
LIMITS OF THE CLASSICAL CONCEPTION OF A BRAND 238; WHY ARE BRAND
EXTENSIONS NECESSARY? 241; BUILDING THE BRAND THROUGH SYSTEMATIC
EXTENSIONS 244; EXTENDING THE BRAND TO INTERNATIONALISE IT 246;
IDENTIFYING POTENTIAL EXTENSIONS 247; THE ECONOMICS OF BRAND EXTENSION
249; WHAT RESEARCH TELLS US ABOUT BRAND EXTENSIONS 254; HOW EXTENSIONS
IMPACT THE BRAND: A TYPOLOGY 263; AVOIDING THE RISK OF DILUTION 264;
WHAT DOES BRAND COHERENCE REALLY MEAN? 269; BALANCING IDENTITY AND
CHANGE 270; ASSESSING WHAT SHOULD NOT CHANGE: THE BRAND KERNEL 272;
PREPARING THE BRAND FOR REMOTE EXTENSIONS 274; KEYS TO SUCCESSFUL BRAND
EXTENSIONS 278; IS THE MARKET IS REALLY ATTRACTIVE? 283; A FEW CLASSIC
IMPLEMENTATION ERRORS 284; AN EXTENSION-BASED BUSINESS MODEL: VIRGIN 288
12. BRAND ARCHITECTURE: MANAGING BRAND AND PRODUCT RELATIONSHIPS 293
BRANDING STRATEGIES 294; CHOOSING THE APPROPRIATE BRANDING STRATEGY 310;
RETAILER BRANDING STRATEGIES 315; NEW TRENDS IN BRANDING STRATEGIES 318;
INTERNATIONALISING THE ARCHITECTURE OF THE BRAND 321; GROUP AND
CORPORATE BRANDS 322; CORPORATE BRANDS AND PRODUCT BRANDS 325 13.
MULTI-BRAND PORTFOLIOS 329 INHERITED COMPLEX PORTFOLIOS 330; FROM SINGLE
TO MULTIPLE BRANDS: MICHELIN 331; THE BENEFITS OF MULTIPLE ENTRIES 333;
LINKING THE PORTFOLIO TO SEGMENTATION 334; GLOBAL PORTFOLIO STRATEGY
339; THE CASE OF INDUSTRIAL BRAND PORTFOLIOS 340; LINKING THE BRAND
PORTFOLIO TO THE CORPORATE STRATEGY 342; KEY RULES TO MANAGE A
MULTI-BRAND PORTFOLIO 344; DESIGN AND PORTFOLIO MANAGEMENT 347; DOES THE
BRAND PORTFOLIO MATCH THE ORGANISATION? 348; AUDITING THE PORTFOLIO
STRATEGICALLY 349; A LOCAL AND GLOBAL PORTFOLIO - NESTLE 350 14.
HANDLING NAME CHANGES AND BRAND TRANSFERS 353 BRAND TRANSFERS ARE MORE
THAN A NAME CHANGE 353; REASONS FOR BRAND TRANSFERS 355; THE CHALLENGE
OF BRAND TRANSFERS 356; WHEN ONE SHOULD NOT SWITCH 357; WHEN BRAND
TRANSFER FAILS 358; ANALYSING BEST PRACTICES 360; TRANSFERRING A SERVICE
BRAND 369; WHICH BRAND TO RETAIN AFTER A MERGER 371; MANAGING RESISTANCE
TO CHANGE 372; FACTORS OF SUCCESSFUL BRAND TRANSFERS 374; CHANGING THE
CORPORATE BRAND 376 15 AGEING, DECLINE AND REVITALISATION 379 THE DECAY
OF BRAND EQUITY 380; THE FACTORS OF DECLINE 381; DISTRIBUTION FACTORS
384; WHEN THE BRAND BECOMES GENERIC 385; THE AGEING OF BRANDS 385;
REJUVENATING A BRAND 387; GROWING OLDER BUT NOT AGEING 392 16. MANAGING
GLOBAL BRANDS 395 THE LATEST ON GLOBALISATION 396; PATTERNS OF BRAND
GLOBALISATION 399; WHY GLOBALISE? 401; THE BENEFITS OF A GLOBAL IMAGE
406; CONDITIONS FAVOURING GLOBAL BRANDS 408; THE EXCESS OF GLOBALISATION
410; BARRIERS TO GLOBALISATION 411; COPING WITH LOCAL DIVERSITY 413;
BUILDING THE BRAND IN EMERGING COUNTRIES 418; NAMING PROBLEMS 419;
ACHIEVING THE DELICATE LOCAL-GLOBAL BALANCE 420; BEING PERCEIVED AS
LOCAL: THE NEW IDEAL OF GLOBAL BRANDS? 423; LOCAL BRANDS MAKE A
COMEBACK? 425; THE PROCESS OF BRAND GLOBALISATION 427; GLOBALISING
COMMUNICATIONS: PROCESSES AND PROBLEMS 435; MAKING LOCAL BRANDS CONVERGE
438 VIII CONTENTS PART FOUR: BRAND VALUATION 17. FINANCIAL BRAND
VALUATION AND ACCOUNTING FOR BRANDS 443 ACCOUNTING FOR BRANDS: THE
DEBATE 444; WHAT IS FINANCIAL BRAND EQUITY? 447; EVALUATING BRAND
VALUATION METHODS 452; THE NINE STEPS TO BRAND VALUATION 464; THE
EVALUATION OF COMPLEX CASES 467; WHAT ABOUT THE BRAND VALUES PUBLISHED
ANNUALLY IN THE PRESS? 468 BIBLIOGRAPHY 471 INDEX 485
|
| adam_txt |
The first two editions of Strategic Brand Management were published to great critical acclaim. The
New Strategic Brand Management has been rewritten and fully revised to bring readers absolutely
up-to-date with the dramatic changes that have taken place in brand management worldwide.
Dealing with the concept and practice of brand management in its totality, it is packed with fresh
examples and case studies of brands from all over the world, paying particular attention to global
brands. It also looks at the hype surrounding branding and stresses the role of sound business
decisions when building a brand.There are several new chapters, including:
•
•
•
Plus completely new sections on innovation and its role in growing and reinventing brands, and
corporate branding. The New Strategic Brand Management will provide all marketing and brand
managers with a thorough understanding of the new rules of brand management and how to put
them into practice.
jean-Noel Kapferer is one of the top three worldwide experts on brands, together with the
Americans DavidAAaker and Kevin
original perspectives stems from his international background and experience. A professor of
marketing
University (USA) and is an active consultant to many European, US and Asian corporations. He is the
author of six books on branding, advertising and communication, including Reinventing the Brand, also
published by Kogan Page.You can contact him at www.kapferer.com
CONTENTS LIST OF FIGURES IX LIST OF TABLES XI PREFACE TO THE THIRD
EDITION XIII INTRODUCTION: YOU CAN'T BUILD THE BRAND WITHOUT BUILDING
THE BUSINESS 1 PART ONE: WHY IS BRANDING SO STRATEGIC? 1. BRAND EQUITY
IN QUESTION 9 WHAT IS A BRAND? 9; DIFFERENTIATING BETWEEN BRAND ASSETS,
STRENGTH AND VALUE 13; TRACKING BRAND EQUITY 15; GOODWILL: THE
CONVERGENCE OF FINANCE AND MARKETING 18; HOW BRANDS CREATE VALUE FOR THE
CUSTOMER 20; HOW BRANDS CREATE VALUE FOR THE COMPANY 24; CORPORATE
REPUTATION AND THE CORPORATE BRAND 29 2. STRATEGIC IMPLICATIONS OF
BRANDING 33 WHAT DOES BRANDING REALLY MEAN? 33; PERMANENTLY NURTURING
THE DIFFERENCE 37; WHAT YOU DO FIRST IS MOST IMPORTANT 38; THE BRAND IS
REALLY A CONTRACT 40; THE PRODUCT AND THE BRAND 41; EACH BRAND NEEDS A
FLAGSHIP PRODUCT 44; ADVERTISING PRODUCTS THROUGH THE BRAND PRISM 45;
BRANDS AND OTHER SIGNS OF QUALITY 46; OBSTACLES TO THE IMPLICATIONS OF
BRANDING 48; SERVICE BRANDS 51 3. BRAND AND BUSINESS BUILDING 55 ARE
BRANDS FOR ALL COMPANIES? 55; BUILDING A MARKET LEADER WITHOUT
ADVERTISING 58; BRAND BUILDING: FROM PRODUCT TO VALUES, AND VICE VERSA
61; ARE LEADING BRANDS THE BEST PRODUCTS? 62; UNDERSTANDING THE VALUE
CURVE OF THE TARGET 63; BREAKING THE RULE AND ACTING FAST 64; COMPARING
BRAND AND BUSINESS MODELS: COLA DRINKS 64; TWO DIFFERENT APPROACHES TO
LUXURY BRAND BUILDING 69 VI CONTENTS PART TWO: THE CHALLENGES OF MODERN
MARKETS 4. THE NEW RULES OF BRAND MANAGEMENT 75 THE NEW CHALLENGES OF
MODERN MARKETS 75; KEY PRINCIPLES OF COMPETITIVE BRANDING 78; THE
ENLARGED SCOPE OF BRAND MANAGEMENT 85; LICENSING: A STRATEGIC LEVER 89;
THE LOGIC OF CO-BRANDING 91 5. BRAND IDENTITY AND POSITIONING 95 BRAND
IDENTITY: A NECESSARY CONCEPT 95; IDENTITY AND POSITIONING 99; WHY
BRANDS NEED IDENTITY AND POSITIONING 102; THE SIX FACETS OF BRAND
IDENTITY 106; SOURCES OF IDENTITY 113; BRAND ESSENCE 122 6. THE LOGIC OF
RETAIL BRANDS 125 THE CHANGING NATURE OF RETAIL BRANDS 125; WHY HAVE A
RETAIL BRAND? 127; THE BUSINESS LOGIC OF RETAIL BRANDS 128; HOW RETAIL
BRANDS GROW 128; SUCCESS FACTORS OF RETAIL BRANDS 130; OPTIMISING THE
RETAIL BRAND MARKETING MIX 132; CHANGING THE BRAND AND BUSINESS MODEL:
DECATHLON 133; HOW MANUFACTURERS COMPETE AGAINST RETAIL BRANDS 135;
DEFENDING AGAINST IMITATION BY RETAIL BRANDS 139; FACING THE LOW-COST
REVOLUTION 141 PART THREE: CREATING AND SUSTAINING BRAND EQUITY 7.
LAUNCHING THE BRAND 147 LAUNCHING A BRAND AND LAUNCHING A PRODUCT ARE
NOT THE SAME 147; DEFINING THE BRAND'S PLATFORM 149; THE PROCESS OF
BRAND POSITIONING 151; DETERMINING THE FLAGSHIP PRODUCT 154; BRAND
CAMPAIGN OR PRODUCT CAMPAIGN? 155; BRAND LANGUAGE AND TERRITORY OF
COMMUNICATION 155; CHOOSING A NAME FOR A STRONG BRAND 156; OVERCOMING
THRESHOLDS IN BRAND AWARENESS 159; MAKING CREATIVE ADVERTISING WORK FOR
THE BRAND 161; BUILDING BRAND FOUNDATIONS THROUGH OPINION LEADERS 163;
TAKING DISTRIBUTORS INTO ACCOUNT 165 8. THE CHALLENGE OF GROWTH IN
MATURE MARKETS 167 GROWTH THROUGH EXISTING CUSTOMERS 167; LINE
EXTENSIONS: NECESSITY AND LIMITS 171; GROWTH THROUGH INNOVATION 175;
DISRUPTING MARKETS THROUGH VALUE INNOVATION 1 79; MANAGING FRAGMENTED
MARKETS 181; GROWTH THROUGH CROSS-SELLING BETWEEN BRANDS 182; GROWTH
THROUGH INTERNATIONALISATION 182 9. SUSTAINING A BRAND LONG TERM 185 IS
THERE A BRAND LIFE CYCLE? 186; THE FRAGILE EQUILIBRIUM OF ADDED VALUE
188; RECREATING A PERCEIVED DIFFERENCE 191; INVESTING IN COMMUNICATION
194; NO ONE IS FREE FROM PRICE COMPARISONS 195; IMAGE IS AN ART AT
RETAIL 198; CREATING ENTRY BARRIERS 199; DEFENDING AGAINST BRAND
COUNTERFEITING 201; FROM BRAND EQUITY TO CUSTOMER EQUITY 203; SUSTAINING
PROXIMITY WITH INFLUENCERS 212; THE NECESSITY OF DUAL MANAGEMENT 214 10.
ADAPTING TO THE MARKET: IDENTITY AND CHANGE 217 THE NECESSITY OF CHANGE
218; BRAND IDENTITY VERSUS BRAND DIVERSITY 219; CONSISTENCY IS NOT MERE
REPETITION 222; THE THREE LAYERS OF A BRAND: KERNEL, CODES AND PROMISES
222; RESPECTING THE BRAND CONTRACT 224; MANAGING TWO LEVELS OF BRANDING
225; CHECKING THE VALUE OF ONE'S IDENTITY 227; REINVENTING THE BRAND:
SALOMON 228 CONTENTS VII 11. GROWTH THROUGH BRAND EXTENSIONS 233 WHAT IS
NEW ABOUT BRAND EXTENSIONS? 234; BRAND OR LINE EXTENSIONS? 236; THE
LIMITS OF THE CLASSICAL CONCEPTION OF A BRAND 238; WHY ARE BRAND
EXTENSIONS NECESSARY? 241; BUILDING THE BRAND THROUGH SYSTEMATIC
EXTENSIONS 244; EXTENDING THE BRAND TO INTERNATIONALISE IT 246;
IDENTIFYING POTENTIAL EXTENSIONS 247; THE ECONOMICS OF BRAND EXTENSION
249; WHAT RESEARCH TELLS US ABOUT BRAND EXTENSIONS 254; HOW EXTENSIONS
IMPACT THE BRAND: A TYPOLOGY 263; AVOIDING THE RISK OF DILUTION 264;
WHAT DOES BRAND COHERENCE REALLY MEAN? 269; BALANCING IDENTITY AND
CHANGE 270; ASSESSING WHAT SHOULD NOT CHANGE: THE BRAND KERNEL 272;
PREPARING THE BRAND FOR REMOTE EXTENSIONS 274; KEYS TO SUCCESSFUL BRAND
EXTENSIONS 278; IS THE MARKET IS REALLY ATTRACTIVE? 283; A FEW CLASSIC
IMPLEMENTATION ERRORS 284; AN EXTENSION-BASED BUSINESS MODEL: VIRGIN 288
12. BRAND ARCHITECTURE: MANAGING BRAND AND PRODUCT RELATIONSHIPS 293
BRANDING STRATEGIES 294; CHOOSING THE APPROPRIATE BRANDING STRATEGY 310;
RETAILER BRANDING STRATEGIES 315; NEW TRENDS IN BRANDING STRATEGIES 318;
INTERNATIONALISING THE ARCHITECTURE OF THE BRAND 321; GROUP AND
CORPORATE BRANDS 322; CORPORATE BRANDS AND PRODUCT BRANDS 325 13.
MULTI-BRAND PORTFOLIOS 329 INHERITED COMPLEX PORTFOLIOS 330; FROM SINGLE
TO MULTIPLE BRANDS: MICHELIN 331; THE BENEFITS OF MULTIPLE ENTRIES 333;
LINKING THE PORTFOLIO TO SEGMENTATION 334; GLOBAL PORTFOLIO STRATEGY
339; THE CASE OF INDUSTRIAL BRAND PORTFOLIOS 340; LINKING THE BRAND
PORTFOLIO TO THE CORPORATE STRATEGY 342; KEY RULES TO MANAGE A
MULTI-BRAND PORTFOLIO 344; DESIGN AND PORTFOLIO MANAGEMENT 347; DOES THE
BRAND PORTFOLIO MATCH THE ORGANISATION? 348; AUDITING THE PORTFOLIO
STRATEGICALLY 349; A LOCAL AND GLOBAL PORTFOLIO - NESTLE 350 14.
HANDLING NAME CHANGES AND BRAND TRANSFERS 353 BRAND TRANSFERS ARE MORE
THAN A NAME CHANGE 353; REASONS FOR BRAND TRANSFERS 355; THE CHALLENGE
OF BRAND TRANSFERS 356; WHEN ONE SHOULD NOT SWITCH 357; WHEN BRAND
TRANSFER FAILS 358; ANALYSING BEST PRACTICES 360; TRANSFERRING A SERVICE
BRAND 369; WHICH BRAND TO RETAIN AFTER A MERGER 371; MANAGING RESISTANCE
TO CHANGE 372; FACTORS OF SUCCESSFUL BRAND TRANSFERS 374; CHANGING THE
CORPORATE BRAND 376 15 AGEING, DECLINE AND REVITALISATION 379 THE DECAY
OF BRAND EQUITY 380; THE FACTORS OF DECLINE 381; DISTRIBUTION FACTORS
384; WHEN THE BRAND BECOMES GENERIC 385; THE AGEING OF BRANDS 385;
REJUVENATING A BRAND 387; GROWING OLDER BUT NOT AGEING 392 16. MANAGING
GLOBAL BRANDS 395 THE LATEST ON GLOBALISATION 396; PATTERNS OF BRAND
GLOBALISATION 399; WHY GLOBALISE? 401; THE BENEFITS OF A GLOBAL IMAGE
406; CONDITIONS FAVOURING GLOBAL BRANDS 408; THE EXCESS OF GLOBALISATION
410; BARRIERS TO GLOBALISATION 411; COPING WITH LOCAL DIVERSITY 413;
BUILDING THE BRAND IN EMERGING COUNTRIES 418; NAMING PROBLEMS 419;
ACHIEVING THE DELICATE LOCAL-GLOBAL BALANCE 420; BEING PERCEIVED AS
LOCAL: THE NEW IDEAL OF GLOBAL BRANDS? 423; LOCAL BRANDS MAKE A
COMEBACK? 425; THE PROCESS OF BRAND GLOBALISATION 427; GLOBALISING
COMMUNICATIONS: PROCESSES AND PROBLEMS 435; MAKING LOCAL BRANDS CONVERGE
438 VIII CONTENTS PART FOUR: BRAND VALUATION 17. FINANCIAL BRAND
VALUATION AND ACCOUNTING FOR BRANDS 443 ACCOUNTING FOR BRANDS: THE
DEBATE 444; WHAT IS FINANCIAL BRAND EQUITY? 447; EVALUATING BRAND
VALUATION METHODS 452; THE NINE STEPS TO BRAND VALUATION 464; THE
EVALUATION OF COMPLEX CASES 467; WHAT ABOUT THE BRAND VALUES PUBLISHED
ANNUALLY IN THE PRESS? 468 BIBLIOGRAPHY 471 INDEX 485 |
| any_adam_object | 1 |
| any_adam_object_boolean | 1 |
| author | Kapferer, Jean-Noël |
| author_GND | (DE-588)118001280 |
| author_facet | Kapferer, Jean-Noël |
| author_role | aut |
| author_sort | Kapferer, Jean-Noël |
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| building | Verbundindex |
| bvnumber | BV022393514 |
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| callnumber-label | HD69 |
| callnumber-raw | HD69.B7 |
| callnumber-search | HD69.B7 |
| callnumber-sort | HD 269 B7 |
| callnumber-subject | HD - Industries, Land Use, Labor |
| classification_rvk | QP 624 |
| ctrlnum | (OCoLC)255642274 (DE-599)BVBBV022393514 |
| dewey-full | 658.827 658.8343 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.827 658.8343 |
| dewey-search | 658.827 658.8343 |
| dewey-sort | 3658.827 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | 3. ed., repr. |
| format | Book |
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| id | DE-604.BV022393514 |
| illustrated | Illustrated |
| index_date | 2024-07-02T17:15:41Z |
| indexdate | 2024-07-09T20:56:38Z |
| institution | BVB |
| isbn | 0749442832 9780749442835 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-015602302 |
| oclc_num | 255642274 |
| open_access_boolean | |
| owner | DE-92 DE-861 DE-703 |
| owner_facet | DE-92 DE-861 DE-703 |
| physical | XIV, 497 S. graph. Darst. |
| publishDate | 2007 |
| publishDateSearch | 2007 |
| publishDateSort | 2007 |
| publisher | Kogan Page |
| record_format | marc |
| spelling | Kapferer, Jean-Noël Verfasser (DE-588)118001280 aut The new strategic brand management creating and sustaining brand equity long term Jean-Noël Kapferer Strategic brand manangement 3. ed., repr. London [u.a.] Kogan Page 2007 XIV, 497 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Frühere Aufl. u.d.T.: Strategic brand management Includes bibliographical references and index Markenpolitik Brand name products Management Management (DE-588)4037278-9 gnd rswk-swf Strategisches Management (DE-588)4124261-0 gnd rswk-swf Markenpolitik (DE-588)4144679-3 gnd rswk-swf Marke (DE-588)4074577-6 gnd rswk-swf Marke (DE-588)4074577-6 s Management (DE-588)4037278-9 s DE-604 Markenpolitik (DE-588)4144679-3 s Strategisches Management (DE-588)4124261-0 s 1\p DE-604 Digitalisierung UB Regensburg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015602302&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Klappentext SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015602302&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Kapferer, Jean-Noël The new strategic brand management creating and sustaining brand equity long term Markenpolitik Brand name products Management Management (DE-588)4037278-9 gnd Strategisches Management (DE-588)4124261-0 gnd Markenpolitik (DE-588)4144679-3 gnd Marke (DE-588)4074577-6 gnd |
| subject_GND | (DE-588)4037278-9 (DE-588)4124261-0 (DE-588)4144679-3 (DE-588)4074577-6 |
| title | The new strategic brand management creating and sustaining brand equity long term |
| title_alt | Strategic brand manangement |
| title_auth | The new strategic brand management creating and sustaining brand equity long term |
| title_exact_search | The new strategic brand management creating and sustaining brand equity long term |
| title_exact_search_txtP | The new strategic brand management creating and sustaining brand equity long term |
| title_full | The new strategic brand management creating and sustaining brand equity long term Jean-Noël Kapferer |
| title_fullStr | The new strategic brand management creating and sustaining brand equity long term Jean-Noël Kapferer |
| title_full_unstemmed | The new strategic brand management creating and sustaining brand equity long term Jean-Noël Kapferer |
| title_short | The new strategic brand management |
| title_sort | the new strategic brand management creating and sustaining brand equity long term |
| title_sub | creating and sustaining brand equity long term |
| topic | Markenpolitik Brand name products Management Management (DE-588)4037278-9 gnd Strategisches Management (DE-588)4124261-0 gnd Markenpolitik (DE-588)4144679-3 gnd Marke (DE-588)4074577-6 gnd |
| topic_facet | Markenpolitik Brand name products Management Management Strategisches Management Marke |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015602302&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015602302&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
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