Strategic Brand Management: Creating and Sustaining Brand Equity Long Term

by Jean-Noël Kapferer

""Strategic Brand Management"" deals with the concept and practice of brand management in its totality. The new edition is packed with fresh examples and case studies of brands from throughout the world, and pays particular attention to the development of global brands. Three new chapters have been included which concentrate on the life span of brands by looking the sources of challenges to brand equity; factors which dictate a brand's life expectancy; and revitalisation strategies for declining brands. More attention is now given to multi-brand strategies and there is a new chapter on the growing practice of merging brands. Given the increasing attention paid to brands by the business to business sector, the service sector and producers of luxury goods, much more reference is made to these markets.

320 pages, Paperback

First published January 1, 1997

About the author

Jean-Noel Kapferer is the European authority on brand management.

He is internationally recognised as one of the worldwide leading specialists on brands and one of the most influential. He has promoted radical new concepts and methods, written eleven books on communication and brands. All his works have been translated into several languages and widely diffused throughout the world. Kapferer's unique style of in depth analysis and also creative recommendations originates from his highly international vision and background, and a permanent equilibrium between theory and practice.

Jean-Noël Kapferer is recognized as the promoter of key concepts of modern brand management.

He was an early advocate of the concept of brand identity, at a time when american academic pioneers on brand equity did not even know the concept. He is also a constant promoter of the holistic approach to brand identity, congenial to European or Asian brand management, unlike north American theorizing which holds brands as a sum of attributes.

Its major conceptual and operational contributions to the advancement of brand management are :

- the identity prism, a holistic integrated approach to brand identity

- the brand kernel, distinguishing non negotiable brand facets and peripheral facets of brand identity

- the brand coherence grid, to audit the product portfolio of brands internationally and propose optimal architectures.

- the definition of core brand architectures.

- the promotion of wide brand extensions unlike the traditional and limitative product brand approach.