The new strategic brand management : advanced insights and strategic thinking / Jean-Noel Kapferer. (Text)Call no.: HD69.B7 K3723 2012Publication: London ; Philadelphia : Kogan Page, 2012Edition: 5th edDescription: xviii, 492 p. : illISBN: 9780749465155 (pbk.); 0749465158 (pbk.)Subject(s): Brand name products -- ManagementLOC classification: HD69.B7 | K3723 2012
|Book||Professor Sangvian Indaravijaya Library||General Books||General Stacks||HD69.B7 K3723 2012 (เรียกดูชั้นหนังสือ)||ยืมออก||31/01/2022||31379014054069|
Includes bibliographical references and index.
Contents 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.