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News Release from: Kogan Page | Subject: New Strategic Brand Management
Edited by the Marketingservicestalk Editorial
Team on 26 February 2008
Brand management strategies from leading
marketer
The revised edition of New Strategic Brand Management tackles issues such as internationalisation and globalisation, portfolio concentration, megabrands and managing brand architectures.
The completely revised edition of New Strategic Brand Management, written by Jean-Noel Kapferer and published by Kogan Page, concentrates on internationalisation and globalisation (how to implement these in practice), on portfolio concentration (managing brand transfers or switches), on the creation of megabrands through brand extensions, on the development of competitive advantage and dominant position through an adequate brand portfolio, and on the efficient management of the relationships between the brand, the corporation and the product (the issue of brand architectures) There are many other significant new features in this edition that reflect the new branding environment
This article was originally published on Marketingservicestalk on 9 Jul 2007 at 8.00am (UK)
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Because distributors' brands (often wrongly described as private labels) are everywhere and often hold a dominant market share, they need their own chapter.
In addition, in each chapter we have addressed in depth how the recommendations do or do not apply to distributors' brands.
Significantly, this edition develops its new section on innovation.
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Curiously, the topic of brands and innovation is almost totally absent from most books on branding.
This seems at odds with the fact that innovation and branding has become the number one topic for companies.
In fact, as we shall demonstrate, brands grow out of innovation, and innovation is the lifeblood of the brand.
Furthermore, contrary to what is often said or thought, the issue of innovation is not merely about creativity.
It is about reinventing the brand.
This new edition is also sensitive to the fact that many modern markets are saturated.
How can brands grow in such competitive environments? A full chapter on growth is included, starting with growth from the brand's existing customers.
The issue of corporate brands and their increasing importance is also tackled, as is their relationship with classic brand management.
We also stress much more than previously the implementation side: how to build interesting brand platforms that are able to stimulate powerful creative advertising that both sells and builds a salient brand; how to activate the brand; how to energise it at contact points; and how to create more bonding.
We provide new models to help managers.
Author Jean-Noel Kapferer is one of the very few worldwide experts on brands.
His book stands out from others with its unique insights, its style of exhaustive analysis and its original perspectives, stemming from his strategic vision, and his international background and experience.
A professor of marketing strategy at HEC Paris, he holds a PhD from Northwestern University (USA) and is an active consultant to many European, US and Asian corporations.
He also gives executive seminars in the US, China, Japan, Korea and India.
He is the author of six books on branding, advertising and communication, including Reinventing the Brand, also published by Kogan Page.
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