Jean-Noël Kapferer
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.
7 Books Written
The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term
by Jean-Noël Kapferer
Rating: 4.1 ⭐
A comprehensive and practical review of the new rules of brand management.
Strategic Brand Management: Creating and Sustaining Brand Equity Long Term
by Jean-Noël Kapferer
Rating: 3.8 ⭐
""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
Reinventing the Brand: Can the World's Top Brands Survive the New Market Realities
by Jean-Noël Kapferer
Rating: 3.8 ⭐
Nominated for the FNAC-Arthur Andersen Trophy for Best Business Book of the Year.
Strategic Brand Management: new approaches to creating and evaluating brand equity
by Jean-Noël Kapferer
Rating: 3.5 ⭐
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-Noel 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 o
The Luxury Strategy: Break the Rules of Marketing to Build Luxury Brands
by Jean-Noël Kapferer
Rating: 4.2 ⭐
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 an
The New Strategic Brand Management: Advanced Insights and Strategic Thinking
by Jean-Noël Kapferer
Rating: 4.1 ⭐
Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Noël Kapferer.The New Strategic Brand Management is simply the refere
In an industry where rarity and exclusivity are keys to success, business growth can be both positive and negative. An unknown luxury brand with too few clients is unable to cover the considerable costs of luxury retail, but too many clients endanger the exclusivity factor and luxury experience. How fast should a firm grow and where in the world should it do so? How much volume should a brand sell