The new strategic brand management : creating and sustaining brand equity long term /
Jean-Noël Kapferer.
- Fourth edition, New edition.
- xv, 560 pages : illustrations ; 25 cm
Includes bibliographical references (pages 531-544) and index.
Introduction: Building the brand when the clients are empowered -- Why is branding so strategic? -- Brand equity in question -- What is a brand? -- Differentiating between brand assets, strength and value -- Tracking brand equity -- Goodwill: the convergence of finance and marketing -- How brands create value for the customer -- How brands create value for the company -- Corporate reputation and the corporate brand -- Strategic implications of branding -- What does branding really mean? -- Permanently nurturing the difference -- Brands act as a genetic programme -- Respect the brand 'contract' -- The product and the brand -- Each brand needs a flagship product -- Advertising products through the brand prism -- Brands and other signs of quality -- Obstacles to the implications of branding -- Brand and business building -- Are brands for all companies? -- Building a market leader without advertising -- Brand building: from product to values, and vice versa -- Are leading brands the best products or the best value? -- Understanding the value curve of the target -- Breaking the rule and acting fast -- Comparing brands and business models: cola drinks -- From private labels to store brands -- Evolution of the distributor's brand -- Are they brands like the others? -- Why have distributors' brands? -- 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 -- Optimising the DOB marketing mix -- The real brand issue for distributors -- Competing against distributors' brands -- Facing the low-cost revolution -- Should manufacturers produce goods for DOBs? -- Brand diversity: the types of brands -- Luxury, brand and griffe -- Service brands -- Brand and nature: fresh produce -- Pharmaceutical brands -- The business-to-business brand -- The internet brand -- Country brands -- Thinking of towns as brands -- Universities and business schools are brands -- Thinking of celebrities as brands -- Thinking of television programmes as brands -- The challenges of modern markets -- The new rules of brand management -- The limits of a certain type of marketing -- About brand equity -- The new brand realities -- We have entered the B to B to C phase -- Brand or business model power? -- Building the brand in reverse? -- The power of passions -- Beginning with the strong 360(degree) experience -- Beginning with the shop -- The company must be more human, more open -- Experimenting for more efficiency -- The enlarged scope of brand management -- Licensing: a strategic lever -- How co-branding grows the business -- 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 -- Brand essence -- Creating and sustaining brand equity -- Launching the brand -- Launching a brand and launching a product are not the same -- Defining the brand's platform -- The process of brand positioning -- Determining the flagship product -- Brand campaign or product campaign? -- Brand language and territory of communication -- Choosing a name for a strong brand -- Making creative 360(degree) communications work for the brand -- Building brand foundations through opinion leaders and communities -- The challenge of growth in mature markets -- Growth through existing customers -- Line extensions: necessity and limits -- Growth through innovation -- Disrupting markets through value innovation -- Managing fragmented markets -- Growth through cross-selling between brands -- Growth through internationalisation -- Sustaining a brand long term -- Is there a brand life cycle? -- Nurturing a perceived difference -- Investing in communication -- No one is free from price comparisons -- Branding is an art at retail -- Creating entry barriers -- Defending against brand counterfeiting -- Brand equity versus customer equity: one needs the other -- Sustaining proximity with influencers -- Should all brands follow their customers? -- Reinventing the brand: Salomon -- Adapting to the market: identity and change -- Bigger or better brands? -- From reassurance to stimulation -- 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 -- Respecting the brand DNA -- Managing two levels of branding -- Growth through brand extensions -- What is new about brand extensions? -- Brand or line extensions? -- The limits of the classical conception of a brand -- Why are brand extensions necessary? -- Building the brand through systematic extensions: Nivea -- Extending the brand to internationalise it -- Identifying potential extensions -- The economics of brand extension -- What research tells us about brand extensions -- What did the research reveal? -- How extensions impact the brand: a typology -- Avoiding the risk of dilution -- Balancing identity and adaptation to the extension market segments -- Assessing what should not change: the brand kernel -- Preparing the brand for remote extensions -- Keys to successful brand extensions -- Is the market really attractive? -- An extension-based business model: Virgin -- How execution kills a good idea: easyCar -- Brand architecture -- The key questions of brand architecture -- Type and role of brands -- The main types of brand architecture -- Choosing the appropriate branding strategy -- New trends in branding strategies -- Internationalising the architecture of the brand -- Some classic dysfunctions -- What name for new products? -- Group and corporate brands -- Corporate brands and product brands -- Multi-brand portfolios -- Inherited complex portfolios -- From single to multiple brands: Michelin -- The benefits of multiple entries -- Linking the portfolio to 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 organisation match the brand portfolio? -- Auditing the portfolio strategically -- A local and global portfolio - Nestle -- 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 transfer take place? -- Managing resistance to change -- Factors of successful brand transfers -- Changing the corporate brand -- Brand turnaround and rejuvenation -- The decay of brand equity -- The factors of decline -- Distribution factors -- When the brand becomes generic -- Preventing the brand from ageing -- Rejuvenating a brand -- Growing older but not ageing -- Managing global brands -- The latest on globalisation -- Patterns of brand globalisation -- Why globalise? -- The benefits of a global image -- Conditions favouring global brands -- The excess of globalisation -- Barriers to globalisation -- Coping with local diversity -- Building the brand in emerging countries -- Naming problems -- Achieving the delicate local-global balance -- Being perceived as local: the new ideal of global brands? -- Local brands can strike back -- The process of brand globalisation -- Globalising communications: processes and problems -- Making local brands converge -- Brand valuation -- Financial valuation and accounting for brands -- Accounting for brands: the debate -- What is financial brand equity? -- Evaluating brand valuation methods -- The nine steps to brand valuation -- The evaluation of complex cases -- What about the brand values published annually in the press?.