The New Strategic Brand Management: Creating and Sustaining...

Features

• Cover Type: Paperback with 720 pages
• Published by: Kogan Page; 2nd ed. edition October 1, 2004
• Written in: English
• ISBN 10 Number: 0749442832
• ISBN 13 Number: 978-0749442835
• Book Dimensions: 9.1 x 7.2 x 1.3 inches
• Weighs: 2.8 pounds

Product 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

Product Description
A comprehensive and practical review of the new rules of brand management.

Reader Reviews
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. Comment | | (Report this)