Promotional Information

Reveals and explains the latest branding techniques used by companies worldwide Includes expert advice on best practice for adding culture and content into brands Enables students and practitioners to stay up to date with targeting, adding recent research and market knowledge to the discipline Contains a section on brand valuation which illuminates the complex strategies behind how brands are ranked in the media

Table of Contents

• • Chapter - 00: Introduction - Building the Brand when the Clients Are Empowered;
• Section - ONE: Why is Branding So Strategic?;
• • Chapter - 01: Brand Equity in Question;
  • Chapter - 02: Strategic Implications of Branding;
  • Chapter - 03: Brand and Business Models;
  • Chapter - 04: Brand Diversity - How Specific Are Different Sectors?;
  • Chapter - 05: Managing Retail Brands;
• Section - TWO: The Challenges of Modern Markets;
• • Chapter - 06: The New Brand Management;
  • Chapter - 07: Brand Identity and Positioning;
• Section - THREE: Creating and Sustaining Brand Equity;
• • Chapter - 08: Launching the Brand;
  • Chapter - 09: Growing the Brand;
  • Chapter - 10: Sustaining a Brand Long Term;
  • Chapter - 11: Brand and Products - Identity and Change;
  • Chapter - 12: Growth Through Brand Extensions;
  • Chapter - 13: Brand Architecture;
  • Chapter - 14: Multi-Brand Portfolios;
  • Chapter - 15: Handling Name Changes and Brand Transfers;
  • Chapter - 16: Brand Turnaround and Rejuvenation;
  • Chapter - 17: Managing Global Brands;
• Section - FOUR: Brand Valuation;
• • Chapter - 18: Financial Valuation and Accounting for Brands

About the Author

Jean-Noel Kapferer is one of the world's foremost thought leaders on luxury brands. An active researcher, he is an HEC Paris graduate and holds a PhD from Northwestern University's Kellogg Business School. Kapferer is author of Kapferer on Luxury and co-author of The Luxury Strategy (both published by Kogan Page). He is a sought after speaker, leading seminars on luxury worldwide at institutions including HEC Paris, Tsing Hua University Beijing, Seoul Luxury Business Institute and LBI Shanghai. He is also advisor to the president of Inseec Business School (Paris).

Reviews

"New exciting ideas and perspectives on brand building." * Philip Kotler, 'The father of modern marketing' *
"Kapferer's book is one of the cornerstones of brand management in MBA programs today." * Anand P Rarnan, Senior Editor, Harvard Business Review *
"A magisterial work on brands." * Editor, The Journal of Product & Brand Management *
"If I had to use just one word to describe this book I would say it is comprehensive. It provides guidance through the entire branding process; no aspect of brand management is left untouched." * Michael Baicoianu, Branduniq.com *
"A fully and highly informative text. Well-written and brought to life through numerous appropriate examples." * International Journal of Research, The Market Research Society *
"Kapferer continues to be on the leading edge." * Earl N Powell, President Emeritus, Design Management Institute *
"One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics." * Rik Riezebos, European Institute for Brand Management *
"A solid contribution written with depth and insight. I recommend it to all those who desire a further understanding of the various dimensions of brand management." * David Aaker, author of Managing Brand Equity *
"I have been 'blown away' by the depth of thinking, the rigour and the organized structure. It far surpasses anything I have encountered in the world of branding." * Scott Talgo, Managing Director at J Scott Consulting *
"The best book on branding." * Design Magazine *