TY  - BOOK
AU  - Kapferer,Jean-Noël
TI  - The new strategic brand management: creating and sustaining brand equity long term 
SN  - 0749450851
AV  - HD69.B7 K37 2008
U1  - 658.8343 22
PY  - 2008///
CY  - London, Philadelphia
PB  - Kogan Page
KW  - Brand name products
KW  - Management
N1  - 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?
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