The new strategic brand management: creating and sustaining brand equity long term
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Buch |
| Sprache: | Englisch |
| Veröffentlicht: |
London [u.a.]
Kogan Page
2008
|
| Ausgabe: | 4. ed. |
| Schlagwörter: | |
| Links: | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016332563&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016332563&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
| Beschreibung: | Frühere Aufl. u.d.T.: Strategic brand management. Literaturverz. S. [531] - 544 Includes bibliographical references and index |
| Umfang: | XV, 560 S. graph. Darst. |
| ISBN: | 9780749450854 |
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| 245 | 1 | 0 | |a The new strategic brand management |b creating and sustaining brand equity long term |c Jean-Noël Kapferer |
| 246 | 1 | 3 | |a Strategic brand manangement |
| 250 | |a 4. ed. | ||
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| 500 | |a Frühere Aufl. u.d.T.: Strategic brand management. Literaturverz. S. [531] - 544 | ||
| 500 | |a Includes bibliographical references and index | ||
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Datensatz im Suchindex
| _version_ | 1819269056546471936 |
|---|---|
| adam_text | Figures
1.1
The brand system
12
1.2
The levers of brand profitability
25
1.3
Branding and sales
26
2.1
The brand system
34
2.2
The cycle of brand management
36
2.3
The product and the brand
41
2.4
Product line overlap among brands
42
2.5
Brands give innovations meaning and purpose
43
3.1
The two models of brand building through time
56
4.1
Relative positioning of the different distributors brands
68
5.1
The pyramid brand and business model in the luxury market
98
5.2
The constellation model of luxury brands
100
5.3
History-based and story-based approaches to luxury
101
5.4
How brands impact on medical prescription
112
6.1
Limits of traditional marketing
140
6.2
From brand values to brand value
143
6.3
Brand equity
144
6.4
The extension of brand management
162
7.1
Identity and image
174
7.2
Positioning a brand
176
7.3
The McDonald s positioning ladder
180
7.4
Brand identity prism
183
7.5
Sample brand identity prisms
188
7.6
Example of brand platform: Jack Daniel s
199
8.1
Transfer of company identity to brand identity when company and brand
names coincide
206
8.2
From brand platform to activation
210
8.3
Consumer
empowerment
217
9.1
Increasing
volume
per capita
221
9:2
Segmenting by situation
222
9.3
Brands dual management process
229
9.4
A disruptive value curve:
Formule
1
hotels
231
10.1
Innovation: the key to competitiveness
241
10.2
Paths of brand growth and decline
242
10.3
Penetration of distributors brands and advertising intensity
244
10.4
Sources of price differentiation between brands and hard-discount products
246
10.5
Brand capital and customer capital: matching preferences and purchase behaviour
255
11.1
The identity versus diversity dilemma
271
11.2
The double role of brand integration and differentiation
274
11.3
Differentiate what is variable from what is non-negotiable in the brand identity
276
11.4
Generalists and specialists
278
11.5
The different relationships between brands and products
285
11.6
How brands incorporate change: kernel and peripheral traits
287
11.7
Product lines must embody the core facets and each adds its own specific facets
288
11.8
Organisation of Mars
masterbrand
and products
289
11.9
How the brand is carried by its products
290
11.10
Identity and pyramid models
291
12.1
The
Nivea
extensions galaxy
307
12.2
Perimeters of brand extension
311
12.3
Rate of success of new brands vs brand extensions (OC&C)
313
12.4
The impact of brand extension on the consumer adoption process (OC&C)
313
12.5
Ayer
model: how a family name impacts the sales of a new product
314
12.6
Comparative sales performance during the first two years (Nielsen)
315
12.7
The brand extension decision
317
12.8
The consequences of product and concept fit and misfit
322
12.9
Type of brand and ability to extend further
334
12.10
The process of extension
335
12.11
Framework for evaluating extensions
336
12.12
The Virgin extension model
343
13.1
Positioning alternative branding strategies
352
13.2
The six brand architecture strategies
354
13.3
The product-brand strategy
356
13.4
Range brand formation
360
13.5
Range brand structured in lines
362
13.6
Endorsing brand strategy
363
13.7
Umbrella brand strategy
364
13.8
Source brand or parent brand strategy
367
13.9
A case of brand proliferation or dilution of identity
371
13.10
3M branding options review
376
13.11
Which brand architecture is suitable for brand innovation?
382
13.12
Corporate and product branding at
ICI
390
14.1
Segmenting the brand portfolio by price spectrum
400
15.1
When rebranding fails: from Fairy to Dawn (P&G)
421
15.2
A stepwise approach to brand transfers (relating the type of transfer to the
image gap)
431
16.1
Analysing the potential of an old brand
446
16.2
Sustaining brand equity long term
:
dual management in practice
451
17.1
Managing the globalisation process between headquarters and subsidiaries
498
18.1
What is brand equity ?
504
18.2
The issue of fair valuation of brands
505
18.3
Positioning brand valuation methods
513
18.4
A multi-step approach to brand valuation
518
18.5
The Interbrand S-curve
-
relation between brand strength and multiple
521
18.6
Stepped graph showing relationship between brand strength and multiple
524
Tables
1.1
From awareness to
financial
value
14
1.2
Result of a brand tracking study
17
1.3
Brand financial valuation, August
2006 19
1.4
How brand awareness creates value and image dimensions
21
1.5
The functions of the brand for the consumer
22
1.6
Brand functions and the distributor/manufacturer power equilibrium
23
2.1
The brand as genetic programme
36
3.1
Consumer price (in euros/litre) of various orange-flavour drinks in Europe
59
4.1
Brand attachment: the
10
winning brands
72
4.2
Determinants of attachment to distributors and producers brands
73
4.3
How copycat resemblance influences consumers perceptions
79
4.4
In which sectors do big brands resist trade brands and where are they defeated?
84
4.5
Percentage of consumers who intend to buy the distributor s product
85
5.1
Consumers four concepts of luxury
97
5.2
Brand personality is related to prescription levels
110
5.3
The brand influence in medical prescription 111
5.4
The top ten European business schools
129
6.1
Evolution of brand indicators over
10
years
142
6.2
Evolution of brand capital for Coca-Cola and
Danone
142
6.3
Strategic uses of co-branding
170
7.1
How to evaluate and choose a brand positioning
177
7.2
Sub-brand and master brand positioning
182
7.3
The most typical products of two mega-brands
191
7.4
Brand laddering process: the Benetton case
193
8.1
Underlying the brand is its programme
205
8.2
Comparing positioning scenarios: typical positioning scenarios for a new
Cuban rum brand
208
9.1
Addressing
market
fragmentation
233
10.1
Advertising weight and trade brands penetration
245
11.1
From risk to desire: the dilemma of modern branding
271
12.1
Relating extensions to strategy
296
12.2
Brand extension impact on launching costs
315
12.3
Success rate of two alternative branding policies
318
12.4
Extension strategic evaluation grid
341
13.1
House of brands or branded house
353
13.2
Shared roles of the corporate and product brand
389
16.1
How brand equity decays over time
439
17.1
From global to local: eight alternative patterns of globalisation
459
17.2
Globalisation matrix
461
17.3
How Absolut copes with the grey market: corridor pricing
466
17.4
How global and local brands differ
468
17.5
What differences between countries would compel you to adapt the
marketing mix of the brand?
472
17.6
Which facets of the brand mix are most often globalised?
473
17.7
Barilla s international and domestic range
489
17.8
How to make local brands converge
499
18.1
A method of valuing brand strength
520
18.2
Another estimate of the financial value of brands
(2007) 524
18.3
Assessing brand strength: strategic diagnosis
527
Adopted by leading international 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 has
also become synonymous with the topic itself.
This new edition builds on its impressive reputation and keeps the book at the forefront of strategic brand thinking.
Revealing and explaining the latest models used by companies worldwide, author
Jean-Noël
Kapferer covers all the
leading issues faced by brand strategists today, supported by an array of international case studies. With both
gravitas
and intelligent insight, this book reveals new thinking on crucial topics including:
growth in saturated markets;
decommoditisation;
innovation in emerging markets;
brand rejuvenation and turn around;
managing brand consistency and diversity;
positioning private labels and store brands;
globalisation and market adaptation;
co-branding strategies;
internal branding and corporate branding;
financial evaluation of brands.
Moving beyond marketing, The New Strategic Brand Management addresses the bigger picture, integrating other
components such as business models, HR and finance into brand building. It analyses the specifics of brands in B2B,
services, distribution, the internet and the luxury sector. It extends the brand concept to celebrities, universities, towns
and nations.
|
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| bvnumber | BV023162173 |
| callnumber-first | H - Social Science |
| callnumber-label | HD69 |
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| callnumber-subject | HD - Industries, Land Use, Labor |
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| ctrlnum | (OCoLC)263720128 (DE-599)BVBBV023162173 |
| dewey-full | 658.8343 658.8/343 |
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| dewey-ones | 658 - General management |
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| dewey-sort | 3658.8343 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 4. ed. |
| format | Book |
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| id | DE-604.BV023162173 |
| illustrated | Illustrated |
| indexdate | 2024-12-20T13:09:20Z |
| institution | BVB |
| isbn | 9780749450854 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016332563 |
| oclc_num | 263720128 |
| open_access_boolean | |
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| physical | XV, 560 S. graph. Darst. |
| publishDate | 2008 |
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| publisher | Kogan Page |
| record_format | marc |
| spellingShingle | Kapferer, Jean-Noël The new strategic brand management creating and sustaining brand equity long term Brand name products Management Markenpolitik (DE-588)4144679-3 gnd Strategisches Management (DE-588)4124261-0 gnd Management (DE-588)4037278-9 gnd Marke (DE-588)4074577-6 gnd |
| subject_GND | (DE-588)4144679-3 (DE-588)4124261-0 (DE-588)4037278-9 (DE-588)4074577-6 |
| title | The new strategic brand management creating and sustaining brand equity long term |
| title_alt | Strategic brand manangement |
| title_auth | The new strategic brand management creating and sustaining brand equity long term |
| title_exact_search | The new strategic brand management creating and sustaining brand equity long term |
| title_full | The new strategic brand management creating and sustaining brand equity long term Jean-Noël Kapferer |
| title_fullStr | The new strategic brand management creating and sustaining brand equity long term Jean-Noël Kapferer |
| title_full_unstemmed | The new strategic brand management creating and sustaining brand equity long term Jean-Noël Kapferer |
| title_short | The new strategic brand management |
| title_sort | the new strategic brand management creating and sustaining brand equity long term |
| title_sub | creating and sustaining brand equity long term |
| topic | Brand name products Management Markenpolitik (DE-588)4144679-3 gnd Strategisches Management (DE-588)4124261-0 gnd Management (DE-588)4037278-9 gnd Marke (DE-588)4074577-6 gnd |
| topic_facet | Brand name products Management Markenpolitik Strategisches Management Management Marke |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016332563&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016332563&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA |
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