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Strategic Brand Management
 
 
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Strategic Brand Management [Hardcover]

Jean-Noel Kapferer (Author)
4.6 out of 5 stars  See all reviews (5 customer reviews)

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From Publishers Weekly

Kapferer's innovative theories on brand equity and development expand the boundaries of marketing theory. He hypothesizes that "the primary capital of many businesses is their brands," which "identify, guarantee, structure, and stabilize supply." In a global marketplace, he notes, brands are the only truly international language, "the real capital of business." Kapferer, a French management professor, crafts elaborate theories and practical ideas regarding brand awareness, global branding, multibrands and brand territories. While his coverage of generics is paltry, his extensive analyses of branding strategies and his case studies (GE, Black & Decker, Proctor & Gamble) are extraordinary, as are his procedures on calculating the value of a brand. Kapferer's candid observations about brand extension, demarcation and management ("brand portfolios must be drastically reduced . . . brand management should not seek to be democratic") should trigger debate in management circles and academia.
Copyright 1994 Reed Business Information, Inc.

From Library Journal

What's in a brand? After all, consumers know that Pledge by any other name would clean as brightly. Au contraire, argues French marketing expert Kapferer, brands have particular reputations in the minds of consumers that have been built up painstakingly over time and should be altered only with great care. Kapferer here considers how different companies, from consumer goods giant Procter & Gamble to heavy equipment manufacturer Caterpillar, approach product branding: the key is the consistent communication of the brand's core image and what it represents, regardless of changes in the marketplace. Though Kapferer provides useful insights into managing and valuing a brand portfolio and strategies for international marketing, the text is a little overworked, and some of the interpretations of particular brand images are fanciful. Sometimes a good cigar is just a good cigar. Recommended for business collections.
Edward Buller, "Natural History," American Museum of Natural History
Copyright 1994 Reed Business Information, Inc.
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Inside This Book (Learn More)
First Sentence
Many corporations have forgotten why they have brands. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

5 Reviews
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Average Customer Review
4.6 out of 5 stars (5 customer reviews)
 
 
 
 
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3.0 out of 5 stars A big yawn, Dec 11 2001
By 
"dialmb" (Annapolis, Maryland United States) - See all my reviews
This review is from: Strategic Brand Management (Hardcover)
Nothing to see here...move along.

Kapferer promises "new approaches" and delivers the same tired pablum. Not worth the time it takes to read it--you won't find anything applicable in the book.

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5.0 out of 5 stars A holistic approach to brand architecture, Mar 14 2000
By 
Jorge Marroquín-Rivera (Guatemala city, Central A.) - See all my reviews
This review is from: Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (Paperback)
This book is a comprehensive and holistic approach to brand architecture. The author presents an expanded view of the meaning and role of brands and gives a new dimension, deeper than the single, limited conceptualization of a brand as a product. The role of the organizational associations, of the culture values and the emotional imput is very well integrated to understand the multidimensional meaning of a brand. This book will help brand, marketing and/or commercialization managers to best leverage their corporate, range and product brands. Additionally, the insights presented to understand brand and company valuations are very well explained. This book, by Jean Noel Kapferer, can be complemented with books written by David Aaker.
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5.0 out of 5 stars A Terrific Book!, Dec 20 1999
By A Customer
This review is from: Strategic Brand Management (Hardcover)
Unlike many brand experts who consider brand to be something that shifty marketers invent in dark rooms and then overlay on products, Kapferer suggests that there is an organic genesis to brand, having to do with the culture of the corporation that creates them. It's a refreshing concept, and one that is extremely valuable for the non-profit and service sectors, who don't usually create new products or services based on the latest market fad.

This is a much more conceptual approach to branding than I've seen in other works, and one that will serve as a good introduction to brand for someone who has no background in it. It's equally good, though, for someone who has trudged through other more tactical books, and even for someone who has a solid background in branding.

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