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

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Kogan Page Publishers, 2008 - Business & Economics - 560 pages

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-NoŽl 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.

Whether you work for an international company seeking to leverage maximum financial value for your brand, or whether you are looking for practical guidance on brand management itself, Kapferer's market-leading book is the one you should be reading to develop the most robust and watertight approach for your company.

 

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http://www.fmcgmarketers.com/
Monday, July 16, 2007
Brand Identity Prism - some examples
Brand Identity Prism
As per Kapferer, Brand identity can be defined by six parameters:
1.Personality
2.Physique
3.Culture
4.Relationship
5.Self Image
6.Reflection
Out of which, Personality, Culture & Self Image is an internal identity, which an organization looks at. The rest, Physique, Relationship and the Reflection is an external identity, with respect to a consumer. Lets go into each of them one by one:
1. Personality
a. Personification of brand
b. What kind of person it would be, if it were a human being
c. Examples: Confident, Social, Flamboyant, Arrogant, Energetic etc
Kingfisher & Virgin Airlines brand personality may be that of flamboyant or rich
2. Physique
a. Mentions physical facets – tangible things
b. It will include packaging, product look and feel
c. Examples: Packaging color, product features etc
Apple I-pod browsing physique will include its dial capabilities, the screen, and its connectivity with musical devices
3. Culture
a. Set of values feeding the brand’s inspiration
b. Rules governing the brand in its outward signs like product and communication
c. Examples: Indian, Western, Contemporary, Narcissist, Urban
“Kitchens of India” takes its culture from the Indian cuisines made and packed for the consumers
4. Relationship
a. Transactions between people
b. Examples: Trust, Energy, Strong bonding
Jet Airways – Servicing their customers to the best
5. Self-Image
a. Through out attitude towards certain brands, we develop certain type of inner relationship with ourselves and brand image we want to project
b. Which an organization wants its customers to perceive
c. Example: Masculine, Progressive, Self Belief
Paras’s Set Wet Gel – targeted towards males have a self image of masculinity
6. Reflection
a. What target consumer thinks & perceives the product to be
b. Factor for strong and good brand image
c. Companies should control the reflection and should try to make it better
d. Example: Royal, Dynamic, Energetic, Confident
HSBC – consumer clearly sees that every individual has specific need therefore customized service
Labels: BIP, brand identity, branding
 

Contents

Building the brand when the clients are empowered
1
Why is branding so strategic?
7
The challenges of modern markets
135
Creating and sustaining brand equity
201
Brand valuation
501
Bibliography
531
Index
545
Copyright

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About the author (2008)

Jean-NoŽl 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 (USA) and is an active consultant to many European and US corporations. He is the author of six other books including Reinventing the Brand, published by Kogan Page. Jean-NoŽl 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 (USA) and is an active consultant to many European and US corporations. He is the author of six other books including Reinventing the Brand, published by Kogan Page.

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