The New Strategic Brand Management: Advanced Insights and Strategic Thinking (New Strategic Brand Management: Creating & Sustaining Brand Equity)

"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-Nol︠ 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 topics such as putting culture and content into brands, the impact of private labels, the new dynamics of targeting and the comeback of local brands"-- Read more... Contents......Page 5 LIST OF Figures......Page 11 LIST OF TABLES......Page 15 Integrating brand and business......Page 17 Extension of the brand concept......Page 19 Looking at brands as strategic assets......Page 20 Part One Why is branding so strategic?......Page 23 What is a brand?......Page 25 How brand definitions have changed through time......Page 29 Broadening the concept of brand......Page 30 Differentiating between brand assets, strength and value......Page 31 Tracking brand equity......Page 33 Comparing brand equity profiles......Page 35 Goodwill: the convergence of finance and marketing......Page 36 How brands create value for the customer......Page 38 How brands create value for the company......Page 41 Corporate reputation and the brand......Page 45 Reputation focus versus brand focus......Page 46 From managing the brand to managing by the brand......Page 47 What does branding really mean?......Page 49 Brands act as a genetic programme......Page 52 Respect the brand ‘contract’: the power to say no!......Page 54 The product and the brand......Page 56 Halo effect: kernel and peripheral values......Page 57 Each brand needs a flagship product......Page 60 Advertising products through the brand prism......Page 62 Brands versus other signs of quality......Page 63 Obstacles to the implementation of branding......Page 64 Asia’s branding culture......Page 67 The benefits of being a brand: magazines as brands......Page 69 Differentiating a commodity by the brand......Page 70 Building a market leader without advertising: Jacob’s Creek wine......Page 73 Brand building: from product to values, and vice versa......Page 75 Are leading brands the best products or the best value curve?......Page 77 Backing the brand by a business model......Page 78 04 Brand diversity: how specific are different sectors?......Page 83 Luxury brands are specific......Page 84 Service brands......Page 90 The branding of nature......Page 92 Pharmaceutical brands......Page 94 Business-to-business brands......Page 99 The internet brand......Page 104 Country brands......Page 105 Thinking of towns as brands......Page 108 Universities and business schools are brands......Page 109 Thinking of celebrities as brands......Page 110 Evolution of the distributor’s brand......Page 113 Are they brands like the others?......Page 116 Why sell distributors’ brands?......Page 119 Should manufacturers produce goods for DOBs?......Page 120 The financial equation of the distributor’s brand......Page 121 The three stages of the distributors’ brand......Page 122 The case of Decathlon......Page 124 Factors in the success of distributors’ brands......Page 126 Launching a store brand: eight steps......Page 127 Optimizing the store brand marketing mix......Page 131 How trade brands become real brands......Page 132 When are more retail brands too much?......Page 133 Part Two The challenges of modern markets......Page 137 06 The new brand management......Page 139 The limits of a certain type of marketing......Page 140 The end of brands as we knew them......Page 141 What will tomorrow’s world be?......Page 142 What are tomorrow’s brands?......Page 144 The new key words of strategic brand management......Page 146 Targeting for the new strategic brand management......Page 148 From brand activation to brand activism......Page 150 Adapting to new market realities......Page 151 We have entered B to B to C marketing......Page 154 The power of business models......Page 155 Building the brand at contact points......Page 156 The enlarged scope of brand management......Page 157 Brands need brand content......Page 159 How co-branding grows the business......Page 161 Brand identity: a necessary concept......Page 167 Identity and positioning......Page 170 Why brands need identity and positioning......Page 172 The six facets of brand identity......Page 176 Sources of identity: brand DNA......Page 182 Building an inspiring brand platform......Page 188 What is wrong with current brand platforms?......Page 190 What should one expect from a brand platform?......Page 191 From brand platform to product lines......Page 194 Part Three Creating and sustaining brand equity......Page 197 Launching a brand and launching a product are not the same......Page 199 The economics of brand positioning......Page 200 Implementing the strategy: what flagship product?......Page 202 Choosing a name for a strong brand......Page 203 Building brand awareness......Page 206 Brand language and territory of communication......Page 208 Making creative 360° communications work for the brand at all contact points......Page 209 Building brand authority through opinion leaders and communities......Page 210 Growth through existing customers......Page 213 Line extensions: necessity and limits......Page 217 Growth through innovation......Page 219 What are the factors of success for innovations today?......Page 220 New lines and old lines: the virtuous circle......Page 222 Disrupting markets through value innovation: blue ocean......Page 223 Do blue ocean innovations really work?......Page 224 Managing fragmented markets......Page 227 Growth through cross-selling between brands......Page 228 Growth through internationalization......Page 229 10 Sustaining a brand long term......Page 231 Is there a brand life cycle?......Page 232 Resisting the low-cost revolution......Page 233 Nurturing the perceived difference......Page 234 Investing in media communication......Page 237 Facing hard-discount competition......Page 240 Suppressing unnecessary costs......Page 242 Fighting value destruction through education and innovation......Page 243 Creating entry barriers......Page 244 How to succeed in trading up......Page 247 Unlocking the secrets of super-premium brands......Page 250 Brand equity versus customer equity: one needs the other......Page 252 Sustaining proximity with trendsetters......Page 256 Should brands follow their customers?......Page 257 11 Brand and products: identity and change......Page 259 From reassurance to stimulation of desire......Page 260 Consistency is not mere repetition......Page 261 Brand and products: integration and differentiation......Page 262 Specialist brands and generalist brands......Page 264 Building the brand through coherence......Page 266 The three layers of a brand: kernel, codes and promises......Page 276 How each product builds the masterbrand......Page 277 12 Growth through brand extensions......Page 281 What is new about brand extensions?......Page 282 Brand or line extensions?......Page 283 The limits of the classical conception of a brand......Page 285 Why are brand extensions necessary?......Page 286 Building the brand through systematic extensions: Nivea......Page 288 Identifying potential extensions......Page 291 The economics of brand extension......Page 293 What is new on brand extension?......Page 297 How extensions impact the brand: a typology of effects......Page 303 Avoiding the risk of dilution......Page 304 Balancing identity and adaptation to the extension market segments......Page 307 Preparing the brand for remote extensions......Page 309 Practical framework for evaluating extensions......Page 311 Keys to successful brand extensions......Page 313 Succeeding at vertical brand stretching......Page 315 Is the market really attractive?......Page 317 Should we implement it alone? Partnerships and licences......Page 319 An extension-based business model: Virgin......Page 321 How execution kills a good idea: easyCar......Page 323 The key questions of brand architecture......Page 327 Type of brands......Page 329 The main types of brand architecture......Page 334 Choosing the appropriate branding strategy......Page 348 New trends in branding strategies......Page 352 Some classic dysfunctions......Page 354 What name for new products?......Page 355 B2B mixes organization, subsidiary and brand......Page 359 Corporate branding......Page 361 Corporate brands and product brands......Page 362 Why rationalize portfolios?......Page 365 From single to multiple brands: Michelin......Page 366 The benefits of multiple entries in a market......Page 368 Linking the brand portfolio to market segmentation......Page 369 Global portfolio strategy......Page 373 The case of industrial brand portfolios......Page 374 Linking the brand portfolio to the corporate strategy......Page 375 Key rules to manage a multi-brand portfolio......Page 377 The growing role of design in portfolio management......Page 379 Does the corporate organization match the brand portfolio?......Page 380 Auditing the portfolio strategically......Page 381 Portfolio management: allocating investments according to brand potential......Page 382 A local and global portfolio – Nestlé......Page 383 Brand deletion, business preservation......Page 384 Brand transfers are more than a name change......Page 385 Reasons for brand transfers......Page 386 The challenge of brand transfers......Page 387 When one should not switch......Page 388 When brand transfer fails......Page 389 Analysing best practices......Page 390 Transferring a service brand......Page 394 How soon after an acquisition should the name change?......Page 396 Managing resistance to change......Page 398 Factors of successful brand transfers......Page 400 Changing the corporate brand......Page 401 16 Brand turnaround and rejuvenation......Page 405 The decay of brand equity......Page 406 Factors of decline and deletion......Page 407 When a brand becomes generic......Page 410 Preventing the brand from ageing and deletion......Page 411 Revitalizing an old brand......Page 413 Growing older but not ageing......Page 419 From global to post-global......Page 423 The pendulum is swinging back to local......Page 426 Facing counterfeited products and logos......Page 427 Patterns of brand globalization......Page 428 Why globalize?......Page 431 The benefits of a global image......Page 433 Conditions favouring global brands......Page 436 Barriers to globalization......Page 438 Coping with local service......Page 440 Naming problems......Page 441 Achieving the delicate local–global balance......Page 442 Local brands can strike back......Page 444 The process of brand globalization......Page 447 Globalizing communications: processes and problems......Page 452 Making local brands converge......Page 454 Part Four Brand valuation......Page 457 18 Financial valuation and accounting for brands......Page 459 Accounting for brands: the debate......Page 460 What is financial brand equity?......Page 462 Evaluating brand valuation methods......Page 468 Brand valuation in practice......Page 478 The evaluation of complex cases......Page 482 What about the brand values published annually in the press?......Page 483 Unintended impact of the IFRS norms on brand valuations......Page 484 Financially evaluating the cost of an image prejudice......Page 485 Bibliography......Page 487 INDEX......Page 500 Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Noël Kapferer. The New Strategic Brand Management is simply the reference source for branding 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. Using an array of international case studies, this book covers all the leading issues faced by brand strategists today, with both gravitas and intelligent insight. It reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands. This updated fifth edition builds on the book's already impressive reputation, including new content that will help students and practitioners stay up to date with targeting, with relevant research and market knowledge to support the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka ; plus models and frameworks such as the Brand Identity Prism; The New Strategic Brand Management remains at the forefront of strategic brand thinking. "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-Nol︠ ︡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 topics such as putting culture and content into brands, the impact of private labels, the new dynamics of targeting and the comeback of local brands"-- Provided by publisher