By Jean-Noël Kapferer
Книга the recent Strategic model administration: developing and maintaining model Equity... the hot Strategic model administration: growing and maintaining model fairness lengthy TermКниги Менеджмент Автор: Jean-Noel Kapferer Год издания: 2008 Формат: pdf Издат.:Kogan web page Страниц: 560 Размер: 2,8 Mb ISBN: 0749450851 Язык: Английский0 (голосов: zero) Оценка:Adopted overseas by way of enterprise faculties, MBA courses, and advertising practitioners, the recent Strategic model administration is the reference resource of selection for senior strategists, positioning pros and postgraduate scholars. through the years it has not just demonstrated a name as one of many top works on model procedure yet has develop into synonymous with the subject itself. the hot variation builds in this striking popularity and retains the ebook on the leading edge of strategic model considering. Revealing and explaining the newest concepts utilized by businesses all over the world, writer Jean-Noel Kapferer covers all of the prime matters confronted by way of model strategists this day. With either gravitas and clever perception, the publication finds new pondering on an array of subject matters together with: model structure and variety techniques; marketplace variation techniques; and positioning within the deepest label and shop model setting.
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Additional info for The New Strategic Brand Management: Creating and Sustaining Brand Equity..
Or across borders (the issue of globalisation)? l How should the brand concept be embodied in its products and services, and its places? How should a product or service of the brand be different, look different? What products can this brand concept encompass? This is the issue of brand extension or brand stretch. 13 same name around the world), or the logo, or the product (a standardised versus customised product), or the concept (aiming at the same global positioning)? Or all three pillars of the brand system, or only two of them?
02 (Base: 9,739 persons, 507 brands) Source: Schuiling and Kapferer, 2004 Transparent and opaque products At this stage it is interesting to remind ourselves of the classifications drawn up by Nelson (1970) and by Darby and Kami (1973). 21 These authors make the distinction between three types of product characteristics: l the qualities which are noticed by contact, before buying; l the qualities which are noticed uniquely by experience, thus after buying; l credence qualities which cannot be verified even after consumption and which you have to take on trust.
It is a recent idea and conveys the emerging conception of the brand, seen as exerting a creative and powerful influence on a given market. If there is power, there is energy. Naturally, a brand draws its strength from the company’s financial and human means, but it derives its energy from its specific niche, vision and ideals. If it does not feel driven by an intense internal necessity, it 33 will not carry the potential for leadership. The analytical notion of brand image does not clearly capture this dynamic dimension, which is demanded by modern brand management.
The New Strategic Brand Management: Creating and Sustaining Brand Equity.. by Jean-Noël Kapferer