The New Strategic Brand Management

Creating And Sustaining Brand Equity Long Term

Kogan Page, 2004

15 min read

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What's inside?

If you think branding is just logos, think again. Branding affects the bottom line; in some cases, it is the bottom line.

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This is an authoritative, well-researched textbook on global branding. Surprisingly, it reads lighter than its considerable bulk because author Jean-Noël 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. getAbstract finds this book genuinely valuable and strongly recommends it to anyone in marketing and corporate strategy development.

Summary

The Brand as a Contract

For better or worse, brands have come to symbolize modern societies, nations and even religions. As brands have assumed more prominence, they have been recognized as tangible assets that can enhance corporate value and benefit an ongoing business. As a result, companies should manage their brands the same way they manage other profit centers.

In the 1980s, corporate managers began to realize that brands have financial and strategic value, as well as emotional and cognitive associations. A brand can enhance itself over time, since it grows as its product or service grows. The product embodies the brand and becomes the main way that customers evaluate it. Successful brands build over time as product quality grows and the manufacturer’s reputation expands. When the marketplace bestows a value on a brand name - so the name itself influences purchasing choices - the brand has achieved the status of being able to generate images in consumers’ minds. This expands the brand. A brand gains power when people trust what it can deliver and share the same ideas about it.

A brand’s ability to produce profits stems from three components:

About the Author

Jean-Noël Kapferer is considered a world expert on brands. He is a professor of marketing strategy at HEC School of Management in France and holds a Ph.D. from Northwestern University. He is also an active consultant to many European, U.S. and Asian corporations and the author of six books on branding, advertising and communications, including Reinventing the Brand.

Jean-Noël Kapferer

The New Strategic Brand Management

Creating And Sustaining Brand Equity Long Term

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The Brand as a Contract

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