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The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (New Strategic Brand Management: Creating & Sustaining Brand Equity) Paperback – October, 2004

4.1 out of 5 stars 8 customer reviews

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Editorial Reviews

Review

""The saying 'You don't get a second chance to make a good first impression' holds true for brand management. Kapferer (HEC School of Management, France) notes the importance of building brand equity from the start. 'A brand does in fact act as a genetic programme, ' Kapferer states. 'What is done at birth exerts a long-lasting influence of market perceptions.' Each early step, from creating the product prototype and bringing it to market to shaping its identity, lays the groundwork for what the brand will become. But even a strong brand such as Coca-Cola cannot coast on its reputation alone. Kapferer discusses how safeguarding brand equity in today's business environment is more challenging than ever because companies have to contend with retailer brands, global competition, and the Internet. The payoffs can be enormous, though, with Coca-Cola's brand valued at $69 billion, Microsoft's at $64 billion, and IBM's, $51 billion. In addition to the branding process, this new edition (1st ed., Strategic Brand Management, CH, Sep'94, 32-0404) also covers other aspects of brand management: brand extension, name changes, brand revitalization, and global brand management. Summing Up: Recommended. Upper-division undergraduate and graduate students; marketing faculty, researchers, and practitioners.""--P. G. Kishel, Cypress College in CHOICE

About the Author

Jean-Noël Kapferer is a professor of marketing strategy at HEC School of Management in France. He is the author of Reinventing the Brand (also published by Kogan Page).
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Product Details

  • Series: New Strategic Brand Management: Creating & Sustaining Brand Equity
  • Paperback: 720 pages
  • Publisher: Kogan Page Business Books; 2nd edition (October 2004)
  • Language: English
  • ISBN-10: 0749442832
  • ISBN-13: 978-0749442835
  • Product Dimensions: 7.5 x 1.3 x 9.6 inches
  • Shipping Weight: 2.8 pounds
  • Average Customer Review: 4.1 out of 5 stars  See all reviews (8 customer reviews)
  • Amazon Best Sellers Rank: #2,317,415 in Books (See Top 100 in Books)

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Customer Reviews

Top Customer Reviews

By Rolf Dobelli HALL OF FAMETOP 1000 REVIEWER on March 1, 2005
Format: Paperback
This is an authoritative, well-researched textbook on global branding. Surprisingly, it reads lighter than its considerable bulk because author Jean-Noel Kapferer uses vivid examples of real companies and products to make his points. His branding war stories make the material easier to digest, but only to a point. This remains a textbook, with more than 50 tables in 497 pages, so don't expect to zip through it. However, it is an extremely useful single source about modern brand theory. If you are a casual marketer, as opposed to a serious student of branding, reap this book's rewards by referring to specific chapters to solve problems. You will find thorough answers and illuminating examples from companies worldwide. Kapferer keeps branding in perspective and recognizes that brands are built on successful businesses. We find this book genuinely valuable and strongly recommend it to anyone in marketing and corporate strategy development.
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Format: Paperback
This is a very complete, rigorous, and useful book that covers virtually all of the key elements of brand strategy. With over 500 pages of clearly written and well organized content, this is a terrific resource that gives brand strategists the frameworks and tools to attack brand issues with both hard analytics and soft image-based solutions.

A strength to Kapferer's approach is his balanced use of principles, models, tangible examples, and "how to" suggestions. He also provides real world context with recognition of challenging economic conditions and the dramatic changes to the technolgy landscape. The section on brand identity and brand positioning is particularly important given the necessity of creating powerful brand differentiation without diluting customer relevance and value.

There is so much good material here...I suggest that readers not read this book casually like a lot of the single-topic, quick-read business best sellers. Instead this is a rich reference source that invites you to really think about each of the topic-based chapters and to return for fresh insights again and again. I do.
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Format: Paperback
Excellent book, I have already applied various principles from it. Should be the checklist for Brand Management in any company. Highly recommended.
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Format: Paperback
I still consider it the most competent and explicative book on brand management available on the globe since the early 90s when I bought a German version of presumably its first edition.

Dr. Christof Binder, Partner, blueDOM GmbH International Licensing Management, Switzerland
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