The new strategic brand management: advanced insights and strategic thinking
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; Philadelphia ; New Delhi
Kogan Page
2012
|
| Ausgabe: | Fifth edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | Literaturverzeichnis und Index (Seiten [469]-492) Hier auch später erschienene, unveränderte Nachdrucke |
| Beschreibung: | xviii, 492 Seiten Diagramme |
| ISBN: | 9780749465155 |
Internformat
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| adam_text | Titel: The new strategic brand management
Autor: Kapferer, Jean-No∞el
Jahr: 2012
CONTENTS
List offigures xi
List of tables xv
Preface to the fifth edition xvü
Introduction: Building the brand
when the Clients are empowered 1
part one Why is branding so Strategie? 5
01 Brand equity in question 7
What is a brand 7?
How brand definitions have changed through time 11
Broadening the coneept of brand 12
Differentiating between brand assets, strength and value 13
Tracking brand equity 15
Comparing brand equity profiles 17
Goodwill: the convergence of finance and marketing 18
How brands create value for the customer 20
How brands create value for the Company 23
Corporate reputation and the brand 27
Reputation focus versus brand focus 28
From managing the brand to managing by the brand 29
02 Strategie implications of branding 31
What does branding really mean? 31
Permanently nurturing the difference 34
Brands act as a genetic Programme 34
Respect the brand contract : the power to say no! 36
The produet and the brand 38
Halo effect: kernel and peripheral values 39
Each brand needs a flagship produet 42
Advertising produets through the brand prism 44
Brands versus other signs of quality 45
Obstacles to the Implementation of branding 46
Asia s branding culture 49
Contents
03 Brand and business modeis 51
Are brands for all companies? Yes 51
The benefits of being a brand: magazines as brands 51
Differentiating a commodity by the brand 52
Building a market leader without advertising: Jacob s Creek wine 55
Brand building: from produet to values, and vice versa 57
Are leading brands the best produets or the best value curve? 59
Understanding the value curve of the target 60
Breaking the rule and acting fast 60
Backing the brand by a business model 60
04 Brand diversity: how specific are different sectors? 65
Luxury brands are specific 66
Service brands 72
The branding of nature 74
Pharmaceutical brands 76
Business-to-business brands 81
The internet brand 86
Country brands 87
Thinking of towns as brands 90
Universities and business schools are brands 91
Thinking of celebrities as brands 92
05 Managing retail brands 95
Evolution of the distributor s brand 95
Are they brands like the others? 98
Why seil distributors brands? 101
Should manufacturers produce goods for DOBs? 102
The financial equation of the distributor s brand 103
The three stages of the distributor s brand 104
The case of Decathlon 106
Factors in the success of distributors brands 108
Launching a störe brand: eight Steps 109
Optimizing the störe brand marketing mix 113
How trade brands become real brands 114
When are more retail brands too much? 115
part two The challenges of modern markets 119
06 The new brand management 121
The limits of a certain type of marketing 122
The end of brands as we knew them 123
What will tomorrow s world be? 124
What are tomorrow s brands? 126
Contents
The new key words of Strategie brand management 128
Targeting for the new Strategie brand management 130
From brand activation to brand activism 132
Adapting to new market realities 133
We have entered B to B to C marketing 136
The power of business modeis 137
Building the brand at contact points 138
The enlarged scope of brand management 139
Brands need brand content 141
How co-branding grows the business 143
07 Brand identity and positioning 149
Brand identity: a necessary coneept 149
Identity and positioning 152
Why brands need identity and positioning 154
The six facets of brand identity 158
Sources of identity: brand DNA 164
Building an inspiring brand platform 170
What is wrong with current brand platforms? 172
What should one expect from a brand platform? 173
What should the brand platform be if the brand Covers multiple
categories? 176
From brand platform to produet lines 176
part three Creating and sustaining brand equity 179
08 Launching the brand 181
Launching a brand and launching a produet are not the same 181
Defining the brand s platform 182
The economics of brand positioning 182
Implementing the strategy: what flagship produet? 184
Choosing a name for a strong brand 185
Building brand awareness 188
Brand campaign or produet campaign? 190
Brand language and territory of communication 190
Making creative 360° Communications work for the brand at all contact
points 191
Building brand authority through opinion leaders and communities 192
09 Growing the brand 195
Growth through existing customers 195
Line extensions: necessity and limits 199
Growth through Innovation 201
What are the factors of success for innovations today? 202
New lines and old lines: the virtuous circle 204
Contents
Disrupting markets through value innovation: blue ocean 205
Do blue ocean innovations really work? 206
Managing fragmented markets 209
From technological to cultural innovations 210
Growth through cross-selling between brands 210
Growth through internationalization 211
10 Sustaining a brand long term 213
Is there a brand life cycle? 214
Resisting the low-cost revolution 215
Nurturing the perceived difference 216
Investing in media communication 219
Facing hard-discount competition 222
Suppressing unnecessary costs 224
Fighting value destruction through education and innovation 225
Creating entry barriers 226
How to succeed in trading up 229
Unlocking the secrets of super-premium brands 232
Brand equity versus customer equity: one needs the other 234
Sustaining proximity with trendsetters 238
Should brands follow their customers? 239
11 Brand and products: identity and change 241
Bigger or better brands? 242
From reassurance to Stimulation of desire 242
Consistency is not mere repetition 243
Brand and products: Integration and differentiation 244
Specialist brands and generalist brands 246
Building the brand through coherence 248
The three layers of a brand: kernel, codes and promises 258
How each produet builds the masterbrand 259
12 Growth through brand extensions 263
What is new about brand extensions? 264
Brand or line extensions? 265
The limits of the classical coneeption of a brand 267
Why are brand extensions necessary? 268
Building the brand through systematic extensions: Nivea 270
Identifying potential extensions 273
The economics of brand extension 275
What is new on brand extension? 279
What did this research reveal? 285
How extensions impact the brand: a typology of effects 285
Avoiding the risk of dilution 286
Balancing identity and adaptation to the extension market segments 289
Preparing the brand for remote extensions 291
Contents
Practical framework for evaluating extensions 293
Keys to successful brand extensions 295
Succeeding at vertical brand stretching 297
Is the market really attractive? 299
Should we implement it alone? Partnerships and licences 301
An extension-based business model: Virgin 303
How execution kills a good idea: easyCar 305
13 Brand architecture 309
The key questions of brand architecture 309
Type of brands 311
The main types of brand architecture 316
Choosing the appropriate branding strategy 330
New trends in branding strategies 334
Internationalizing the architecture of the brand 336
Some classic dysfunctions 336
What name for new products? 337
B2B mixes Organization, subsidiary and brand 341
Corporate branding 343
Corporate brands and produet brands 344
14 Multi-brand portfolios 347
Why rationalize portfolios 347
From single to multiple brands: Michelin 348
The benefits of multiple entries in a market 350
Linking the brand portfolio to market segmentation 351
Global portfolio strategy 355
The case of industrial brand portfolios 356
Linking the brand portfolio to the corporate strategy 357
Key rules to manage a multi-brand portfolio 359
The growing role of design in portfolio management 361
Does the corporate Organization match the brand portfolio? 362
Auditing the portfolio strategically 363
Portfolio management: allocating Investments aecording to brand
potential 364
A local and global portfolio - Nestle 365
Brand deletion, business preservation 366
15 Handling name changes and brand transfers 367
Brand transfers are more than a name change 367
Reasons for brand transfers 368
The challenge of brand transfers 369
When one should not switch 370
When brand transfer fails 371
Analysing best practices 372
Transferring a Service brand 376
Contents
How soon after an acquisition should the name change? 378
Managing resistance to change 380
Factors of successful brand transfers 382
Changing the corporate brand 383
16 Brand turnaround and rejuvenation 387
The decay of brand equity 388
Factors of decline and deletion 389
When a brand becomes generic 392
Preventing the brand from ageing and deletion 393
Revitalizing an old brand 395
Growing older but not ageing 401
17 Managing global brands 405
From global to post-global 405
The pendulum is swinging back to local 408
Facing counterfeited products and logos 409
Patterns of brand globalization 410
Whyglobalize? 413
The benefits of a global image 415
Conditions favouring global brands 418
Barriers to globalization 420
Coping with local Service 422
Naming problems 423
Achieving the delicate local-global balance 424
Local brands can strike back 426
The process of brand globalization 429
Globalizing Communications: processes and problems 434
Making local brands converge 436
part four Brand valuation 439
18 Financial valuation and accounting for brands 441
Accounting for brands: the debate 442
What is financial brand equity? 444
Evaluating brand valuation methods 450
Brand valuation in practice 460
The evaluation of complex cases 464
What about the brand values published annually in the press? 465
Unintended impact of the IFRS norms on brand valuations 466
Financially evaluating the cost of an image prejudice 467
Bibliography 469
Index 482
|
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| discipline | Wirtschaftswissenschaften |
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| title | The new strategic brand management advanced insights and strategic thinking |
| title_auth | The new strategic brand management advanced insights and strategic thinking |
| title_exact_search | The new strategic brand management advanced insights and strategic thinking |
| title_full | The new strategic brand management advanced insights and strategic thinking Jean-Noël Kapferer |
| title_fullStr | The new strategic brand management advanced insights and strategic thinking Jean-Noël Kapferer |
| title_full_unstemmed | The new strategic brand management advanced insights and strategic thinking Jean-Noël Kapferer |
| title_short | The new strategic brand management |
| title_sort | the new strategic brand management advanced insights and strategic thinking |
| title_sub | advanced insights and strategic thinking |
| topic | Brand name products Management Management (DE-588)4037278-9 gnd Strategisches Management (DE-588)4124261-0 gnd Marke (DE-588)4074577-6 gnd Markenpolitik (DE-588)4144679-3 gnd |
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Inhaltsverzeichnis
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1000 QP 624 K17(5) |
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| Exemplar 1 | ausleihbar Verfügbar Bestellen |