Authors:Jean-Noel Kapferer, Jean-Nowl Kapferer,
Publisher: Kogan Page
Keywords: brand, reinventing
Number of Pages: 224
Published: 2001-10-01
List price: $30.00
ISBN-10: 0749435933
ISBN-13: 9780749435936

Although there is no shortage of books on the theory of brand management, very few deal with the practical realities of putting that theory into practice. Reinventing the Brand is a fast-paced discussion of the major issues and influences that are affecting the future of brand marketing. These include: globalization, the arrival of the euro, the future role of the internet, the rise of Carrefour-Promodes and Wal Mart, ’third-type’ distributor’s brands, BSE, GM Foods and so on. This inspirational and original title is written by Kapferer, one of the most respected authorities

Author: Jean-Noel Kapferer
Publisher: Kogan Page
Keywords: brand, sustaining, equity, creating, management, new, strategic, term
Number of Pages: 576
Published: 2008-03-28
List price: $70.00
ISBN-10: 0749450851
ISBN-13: 9780749450854

Adopted international by business schools, MBA programs, and marketing practitioners, The New Strategic Brand Management is the reference source of choice for senior strategists, positioning professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy but has become synonymous with the topic itself. The new edition builds on this impressive reputation and keeps the book at the forefront of strategic brand thinking. Revealing and explaining the latest techniques used by companies worldwide, author Jean-Noel Kapfer

Author: Jean-Noel Kapferer
Publisher: Kogan Page
Keywords: brand, equity, term, sustaining, creating, management, strategic
Number of Pages: 320
Published: 1997-01-01
List price: $35.00
ISBN-10: 0749420693
ISBN-13: 9780749420697

"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 at: 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

Author: Jean-Noel Kapferer
Publisher: Transaction Publishers
Keywords: images, interpretations, uses, rumors
Number of Pages: 295
Published: 1990-01-01
List price: $44.95
ISBN-10: 0887383254
ISBN-13: 9780887383250

Author: Jean-Noel Kapferer
Publisher: Kogan Page
Keywords: brand, sustaining, equity, new, creating, management, strategic, amp, term
Number of Pages: 720
Published: 2004-10-01
List price: $59.95
ISBN-10: 0749442832
ISBN-13: 9780749442835

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

Author: Jean-Noel Kapferer
Publisher: Free Press
Keywords: management, brand, strategic
Number of Pages: 341
Published: 1994-03-14
List price: $29.95
ISBN-10: 0029170451
ISBN-13: 9780029170458

Thousands of companies now recognize that brand names are their most valuable assets, but too often branding is merely a tactical decision, almost an afterthought. In this thought-provoking work, Jean-Noël Kapferer, an international authority on brand management and marketing, provides the most comprehensive model for strategic brand management to date. With hundreds of examples and case studies of brands throughout the world, Kapferer deals with the very essence and culture of branding and provides an overall philosophy for every aspect of brand management. At the heart of the book is Kapf

Authors:Jean-Noel Kapferer, Vincent Bastie,
Publisher: Kogan Page
Keywords: luxury, brands, build, rules, strategy, marketing
Number of Pages: 384
Published: 2009-02-28
List price: $49.95
ISBN-10: 0749454776
ISBN-13: 9780749454777

Luxury is in fashion and is now to be found in almost every retail, manufacturing and service sector. New terms like "mass-luxury," "new luxury" and "hyper luxury" attempt to qualify luxury. But if everything is luxury then surely the term itself has no meaning! There is confusion today about what really makes a luxury product, a luxury brand or a luxury company. The Luxury Strategy analyses in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods - often very far from the usual marketing strategies - used to transform small family bus