000			10048nam a2200181 4500
020			_a978-0749465155
082			_a658.827 KAP
100			_aKapferer, Jean Noel
245			_aNew strategic brand management : advanced insights and strategic thinking
250			_a5th Ed.,
260			_aLondon _bKogan page _c2015
300			_axviii, 492 p. _b24 cm; Pbk
500			_aBookwell/341/Rs.3455/-
505			_aContents note continued: Brands versus other signs of quality -- Obstacles to the implementation of branding -- Asia's branding culture -- 03. Brand and business models -- Are brands for all companies? Yes -- The benefits of being a brand: magazines as brands -- Differentiating a commodity by the brand -- Building a market leader without advertising: Jacob's Creek wine -- Brand building: from product to values, and vice versa -- Are leading brands the best products or the best value curve? -- Understanding the value curve of the target -- Breaking the rule and acting fast -- Backing the brand by a business model -- 04. Brand diversity: how specific are different sectors? -- Luxury brands are specific -- Service brands -- The branding of nature -- Pharmaceutical brands -- Business-to-business brands -- The internet brand -- Country brands -- Thinking of towns as brands -- Universities and business schools are brands -- Thinking of celebrities as brands. Contents note continued: 05. Managing retail brands -- Evolution of the distributor's brand -- Are they brands like the others? -- Why sell distributors' brands? -- Should manufacturers produce goods for DOBs? -- The financial equation of the distributor's brand -- The three stages of the distributor's brand -- The case of Decathlon -- Factors in the success of distributors' brands -- Launching a store brand: eight steps -- Optimizing the store brand marketing mix -- How trade brands become real brands -- When are more retail brands too much? -- pt. TWO The challenges of modern markets -- 06. The new brand management -- The limits of a certain type of marketing -- The end of brands as we knew them -- What will tomorrow's world be? -- What are tomorrow's brands? -- The new key words of strategic brand management -- Targeting for the new strategic brand management -- From brand activation to brand activism -- Adapting to new market realities. Contents note continued: We have entered B to B to C marketing -- The power of business models -- Building the brand at contact points -- The enlarged scope of brand management -- Brands need brand content -- How co-branding grows the business -- 07. Brand identity and positioning -- Brand identity: a necessary concept -- Identity and positioning -- Why brands need identity and positioning -- The six facets of brand identity -- Sources of identity: brand DNA -- Building an inspiring brand platform -- What is wrong with current brand platforms? -- What should one expect from a brand platform? -- What should the brand platform be if the brand covers multiple categories? -- From brand platform to product lines -- pt. THREE Creating and sustaining brand equity -- 08. Launching the brand -- Launching a brand and launching a product are not the same -- Denning the brand's platform -- The economics of brand positioning -- Implementing the strategy: what flagship product? Contents note continued: Choosing a name for a strong brand -- Building brand awareness -- Brand campaign or product campaign? -- Brand language and territory of communication -- Making creative 360° communications work for the brand at all contact points -- Building brand authority through opinion leaders and communities -- 09. Growing the brand -- Growth through existing customers -- Line extensions: necessity and limits -- Growth through innovation -- What are the factors of success for innovations today? -- New lines and old lines: the virtuous circle -- Disrupting markets through value innovation: blue ocean -- Do blue ocean innovations really work? -- Managing fragmented markets -- From technological to cultural innovations -- Growth through cross-selling between brands -- Growth through internationalization -- 10. Sustaining a brand long term -- Is there a brand life cycle? -- Resisting the low-cost revolution -- Nurturing the perceived difference. Contents note continued: Investing in media communication -- Facing hard-discount competition -- Suppressing unnecessary costs -- Fighting value destruction through education and innovation -- Creating entry barriers -- How to succeed in trading up -- Unlocking the secrets of super-premium brands -- Brand equity versus customer equity: one needs the other -- Sustaining proximity with trendsetters -- Should brands follow their customers? -- 11. Brand and products: identity and change -- Bigger or better brands? -- From reassurance to stimulation of desire -- Consistency is not mere repetition -- Brand and products: integration and differentiation -- Specialist brands and generalist brands -- Building the brand through coherence -- The three layers of a brand: kernel, codes and promises -- How each product builds the masterbrand -- 12. Growth through brand extensions -- What is new about brand extensions? -- Brand or line extensions? Contents note continued: The limits of the classical conception of a brand -- Why are brand extensions necessary? -- Building the brand through systematic extensions: Nivea -- Identifying potential extensions -- The economics of brand extension -- What is new on brand extension? -- What did this research reveal? -- How extensions impact the brand: a typology of effects -- Avoiding the risk of dilution -- Balancing identity and adaptation to the extension market segments -- Preparing the brand for remote extensions -- Practical framework for evaluating extensions -- Keys to successful brand extensions -- Succeeding at vertical brand stretching -- Is the market really attractive? -- Should we implement it alone? Partnerships and licences -- An extension-based business model: Virgin -- How execution kills a good idea: easy Car -- 13. Brand architecture -- The key questions of brand architecture -- Type of brands -- The main types of brand architecture. Contents note continued: Choosing the appropriate branding strategy -- New trends in branding strategies -- Internationalizing the architecture of the brand -- Some classic dysfunctions -- What name for new products? -- B2B mixes organization, subsidiary and brand -- Corporate branding -- Corporate brands and product brands -- 14. Multi-brand portfolios -- Why rationalize portfolios -- From single to multiple brands: Michelin -- The benefits of multiple entries in a market -- Linking the brand portfolio to market segmentation -- Global portfolio strategy -- The case of industrial brand portfolios -- Linking the brand portfolio to the corporate strategy -- Key rules to manage a multi-brand portfolio -- The growing role of design in portfolio management -- Does the corporate organization match the brand portfolio? -- Auditing the portfolio strategically -- Portfolio management: allocating investments according to brand potential -- A local and global portfolio -- Nestle. Contents note continued: Brand deletion, business preservation -- 15. Handling name changes and brand transfers -- Brand transfers are more than a name change -- Reasons for brand transfers -- The challenge of brand transfers -- When one should not switch -- When brand transfer fails -- Analysing best practices -- Transferring a service brand -- How soon after an acquisition should the name change? -- Managing resistance to change -- Factors of successful brand transfers -- Changing the corporate brand -- 16. Brand turnaround and rejuvenation -- The decay of brand equity -- Factors of decline and deletion -- When a brand becomes generic -- Preventing the brand from ageing and deletion -- Revitalizing an old brand -- Growing older but not ageing -- 17. Managing global brands -- From global to post-global -- The pendulum is swinging back to local -- Facing counterfeited products and logos -- Patterns of brand globalization -- Why globalize? -- The benefits of a global image. Contents note continued: Conditions favouring global brands -- Barriers to globalization -- Coping with local service -- Naming problems -- Achieving the delicate local-global balance -- Local brands can strike back -- The process of brand globalization -- Globalizing communications: processes and problems -- Making local brands converge -- pt. FOUR Brand valuation -- 18. Financial valuation and accounting for brands -- Accounting for brands: the debate -- What is financial brand equity? -- Evaluating brand valuation methods -- Brand valuation in practice -- The evaluation of complex cases -- What about the brand values published annually in the press? -- Unintended impact of the IFRS norms on brand valuations -- Financially evaluating the cost of an image prejudice.
520			_a"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"-
650			_aBrand name products--Management _aProduct management _aStrategic planning _aStrategic planning
942			_cBK
999			_c103204 _d103204