The Experts below are selected from a list of 50856 Experts worldwide ranked by ideXlab platform
Jennifer Rowley - One of the best experts on this subject based on the ideXlab platform.
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a practitioner led strategic place Brand Management model
Journal of Marketing Management, 2013Co-Authors: Sonya Hanna, Jennifer RowleyAbstract:AbstractAs a relatively new field, research into place Branding is predominately case-study based, focusing specifically on single place entities. This paper reports on an exploratory study that uses semi-structured interviews with place-Branding practitioners working in various geographical locations (towns, cities, regions). The study tests the relevance of the components of strategic place Brand Management and elucidates their meaning and explores the relationships between these components. The research confirms the relevance of the components but suggests that relationships between components may be context dependent. The study makes both theoretical and managerial contributions by offering a refined, holistic, and new practitioner-led strategic place Brand-Management model along with structural meanings for each component that describe to those embarking on the process the key processes, activities, and success factors that are integral for an effective place-Branding approach.
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towards a strategic place Brand Management model
Journal of Marketing Management, 2011Co-Authors: Sonya Hanna, Jennifer RowleyAbstract:Abstract Using earlier research into models of place Branding-Management processes, this paper develops a multi-level conceptual model of strategic place Brand Management designed to support managers in embracing a holistic approach to place Brand Management. The model identifies the following components for attention and activity: place Brand evaluation; Brand infrastructure relationships, including infrastructure (regeneration) and stakeholder engagement (Management); place Brand articulation; and Brand communications. The model identifies the influences and action processes between these components, including Brand identity and architecture, influencing Brand experience. Existing place Branding models take different perspectives on the Branding process – respectively, relationship Management, communications, and strategic planning; none of these models are comprehensive and neither are they widely adopted or tested. This paper proposes an integrative model that builds on and subsumes these earlier mode...
Jeannoel Kapferer - One of the best experts on this subject based on the ideXlab platform.
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the new strategic Brand Management advanced insights and strategic thinking ed 5
Published in 2012 in London Philadelphia by Kogan Page, 2012Co-Authors: Jeannoel KapfererAbstract:Adopted internationally by business schools and MBA programmes, The New Strategic Brand Management is simply the reference source 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 also has become synonymous with the topic itself. Using an array of international case studies, Jean-Noel Kapferer covers all the leading issues faced by the Brand strategist today. With both gravitas and intelligent insight, the book reveals new thinking on topics such as putting culture and content into Brands, the impact of private labels and the comeback of local Brands. This updated fifth edition of The New Strategic Brand Management builds on its impressive reputation by including new information to enable students and practitioners to stay up to date with targeting, adding recent research and market knowledge to the discipline. With dedicated sections for specific types of Brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka, plus models and frameworks such as the Brand Identity Prism, it remains at the forefront of strategic Brand thinking.
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the new strategic Brand Management advanced insights and strategic thinking
2004Co-Authors: Jeannoel KapfererAbstract:Adopted internationally by business schools and MBA programmes, The New Strategic Brand Management is simply the reference source 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 also has become synonymous with the topic itself. Using an array of international case studies, Jean-Noel Kapferer covers all the leading issues faced by the Brand strategist today. With both gravitas and intelligent insight, the book reveals new thinking on topics such as putting culture and content into Brands, the impact of private labels and the comeback of local Brands. This updated fifth edition of The New Strategic Brand Management builds on its impressive reputation by including new information to enable students and practitioners to stay up to date with targeting, adding recent research and market knowledge to the discipline. With dedicated sections for specific types of Brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka, plus models and frameworks such as the Brand Identity Prism, it remains at the forefront of strategic Brand thinking.
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the new strategic Brand Management creating and sustaining Brand equity long term
Published in 2008 in London by Kogan Page, 2004Co-Authors: Jeannoel KapfererAbstract:Introduction: You can't build the Brand without building the business Part One: Why is Branding so strategic? 1. Brand equity in question What is a Brand? Differentiating between Brand assets, strength and value Tracking Brand equity Goodwill: the convergence of finance and marketing How Brands create value for the customer How Brands create value for the company Corporate reputation and the corporate Brand 2. Strategic implications of Branding What does Branding really mean? Permanently nurturing the difference What you do first is most important The Brand is really a contract The product and the Brand Each Brand needs a flagship product Advertising products through the Brand prism Brands and other signs of quality Obstacles to the implications of Branding Service Brands 3. Brand and business building Are Brands for all companies? Building a market leader without advertising Brand building: from product to values, and vice versa Are leading Brands the best products? Understanding the value curve of the target Breaking the rule and acting fast Comparing Brand and business models: cola drinks Two different approaches to luxury Brand building Part Two: The challenges of modern markets 4. The new rules of Brand Management The new challenges of modern markets Key principles of competitive Branding The enlarged scope of Brand Management Licensing: a strategic lever The logic of co-Branding 5. Brand identity and positioning Brand identity: a necessary concept Identity and positioning Why Brands need identity and positioning The six facets of Brand identity Sources of identity Brand essence 6. The logic of retail Brands The changing nature of retail Brands Why have a retail Brand? The business logic of retail Brands How retail Brands grow Success factors of retail Brands Optimising the retail Brand marketing mix Changing the Brand and business model: Decathlon How manufacturers compete against retail Brands Defending against imitation by retail Brands Facing the low cost revolution Part Three: Creating and sustaining Brand equity 7. Launching the Brand Launching a Brand and launching a product are not the same Defining the Brand's platform The process of Brand positioning Determining the flagship product Brand campaign or product campaign? Brand language and territory of communication Choosing a name for a strong Brand Overcoming thresholds in Brand awareness Making creative advertising work for the Brand Building Brand foundations through opinion leaders Taking distributors into account 8. The challenge of growth in mature markets Growth through existing customers Line extensions: necessity and limits Growth through innovation Disrupting markets through value innovation Managing fragmented markets Growth through cross-selling between Brands Growth through internationalisation 9. Sustaining a Brand long term Is there a Brand life cycle? The fragile equilibrium of added value Recreating a perceived difference Investing in communication No one is free from price comparisons Image is an art at retail Creating entry barriers Defending against Brand counterfeiting From Brand equity to customer equity Sustaining proximity with influencers The necessity of dual Management 10. Adapting to the market: identity and change The necessity of change Brand identity versus Brand diversity Consistency is not mere repetition The three layers of a Brand: kernel, codes and promises Respecting the Brand contract Managing two levels of Branding Checking the value of one's identity Reinventing the Brand: Salomon 11. Growth through Brand extensions What is new about Brand extensions? Brand or line extensions? The limits of the classical conception of a Brand Why are Brand extensions necessary? Building the Brand through systematic extensions Extending the Brand to internationalise it Identifying potential extensions The economics of Brand extension What research tells us about Brand extensions How extensions impact the Brand: a typology Avoiding the risk of dilution What does Brand coherence really mean? Balancing identity and change Assessing what should not change: the Brand kernel Preparing the Brand for remote extensions Keys to successful Brand extensions Is the market is really attractive? A few classic implementation errors An extension-based business model: Virgin 12. Brand architecture: managing Brand and product relationships Branding strategies Choosing the appropriate Branding strategy Retailers' Branding strategies New trends in Branding strategies Internationalising the architecture of the Brand Group and corporate Brands Corporate Brands and product Brands 13. Multi-Brand portfolios Inherited complex portfolios From single to multiple Brands: Michelin The benefits of multiple entries Linking the portfolio to segmentation Global portfolio strategy The case of industrial Brand portfolios Linking the Brand portfolio to the corporate strategy Key rules to manage a multi-Brand portfolio Design and portfolio Management Does the Brand portfolio match the organisation? Auditing the portfolio strategically A local and global portfolio - Nestle 14. Handling name changes and Brand transfers Brand transfers are more than a name change Reasons for Brand transfers The challenge of Brand transfers When one should not switch When Brand transfer fails Analysing best practices Transferring a service Brand Which Brand to retain after a merger Managing resistance to change Factors of successful Brand transfers Changing the corporate Brand 15 Ageing, decline and revitalisation The decay of Brand equity The factors of decline When the Brand becomes generic The ageing of Brands Rejuvenating a Brand Growing older but not ageing 16. Managing global Brands The latest on globalisation A classification of global Brands Patterns of Brand globalisation Why globalise? The benefits of a global image Conditions favouring global Brands The excess of globalisation Barriers to globalisation Coping with local diversity Building the Brand in emerging countries Naming problems Achieving the delicate local-global balance Being perceived as local: the new ideal of global Brands? Local Brands make a comeback? The process of Brand globalization Globalising communications: processes and problems Making local Brands converge Part Four: Brand valuation 17. Financial Brand valuation Accounting for Brands: the debate What is financial Brand equity? Evaluating Brand valuation methods The nine steps to Brand valuation The evaluation of complex cases What about the Brand values published annually in the press?
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strategic Brand Management creating and sustaining Brand equity long term jean noel kapferer
1997Co-Authors: Jeannoel KapfererAbstract:Part 1 Understanding Brands: what's in a Brand? Brand identity sources of identity. Part 2 Brand Management: creating a Brand managing the time factor - identity and change Brand extension Brand-product relationships the Brand portfolio going international. Part 3 The Brand in perspective: Brand, products, enterprise and institution financial evaluation of Brands.
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strategic Brand Management new approaches to creating and evaluating Brand equity
Research Papers in Economics, 1992Co-Authors: Jeannoel KapfererAbstract: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 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 Kapferer's concept of the Brand as a pyramid with three levels: the apex is the kernel or core identity; the middle is the style or personality; and at the bases are the underlying themes and advertising programs. A Brand, Kapferer argues, is not a product, but the product's essence, its meaning, and its direction. Strategic Brand Management starts with a holistic understanding of this gestalt rather than its component parts: the Brand name, logo, design or packaging, and image. This gestalt must be managed, not just in marketing, but throughout the entire company. The most successful Brand managers, Kapferer explains, search for new opportunities and new markets through the explosive phenomenon of global Branding. Kapferer takes the reader through a comprehensive list of benefits, dangers, and pitfalls, and also step-by-step through each of the globalization phases -- from name transitions to maintaining consistency. He describes the conditions under which global Branding works best, and the appropriateness of a multi-domestic marketing mix as opposed to a global mix. He also dealswith the corporate barriers to having global Brands and the structural changes that corporations may have to undergo if they are to fully maximize the benefits of global Branding. This hook, already a standard reference in Europe, brings Branding in the U.S. into the 1990s.
Klaus Heine - One of the best experts on this subject based on the ideXlab platform.
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personality driven luxury Brand Management
Journal of Brand Management, 2018Co-Authors: Klaus Heine, Glyn Atwal, Sandrine Crenerricard, Michel PhanAbstract:This paper combines the Brand personality and Brand anthropomorphization concepts and introduces the notion of personality-driven Brand Management especially for the context of luxury Branding. A central part of this paper is a study about the major dimensions of luxury Brand personality. Results suggest that there exist five distinct luxury personality dimensions including tradition, modesty, elitism, eccentricity and sensuality. They help Brand managers to develop distinct Brand personalities by encouraging them to decide between contrasting traits. After presenting the major strategies to bring a luxury Brand personality alive, the paper discusses the benefits of personality-based Brand Management and concludes with some major lessons learned.
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social media and luxury Brand Management the case of burberry
Journal of Global Fashion Marketing, 2011Co-Authors: Michel Phan, Ricarda Thomas, Klaus HeineAbstract:Abstract Social networks, and social media as the tools, are everywhere in the marketer’s world today. Their growing importance was quickly acknowledged and they were casted one of the top research priorities by the trustees of the Marketing Science Institute (MSI) in 2006. Brands, and in particular luxury Brands with their high Brand equity, ought to have a clear understanding of what social media could do for them, and develop a clear strategy of how they could enhance customers’ experience and perceptions of their Brands. Social media are highly related with the concept of Web 2.0, which go back to O’Reilly (2005) who realized that the companies that had survived the dot-com bubble in 2001 seemed to have something in common. These shared principles and practices are the modern second era of the web that can be described as Web 2.0. Beyond the social classification of content by tagging (folksonomy), Web 2.0 pages allow and encourage the creation of user-generated content. This includes creating and sha...
Sonya Hanna - One of the best experts on this subject based on the ideXlab platform.
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a practitioner led strategic place Brand Management model
Journal of Marketing Management, 2013Co-Authors: Sonya Hanna, Jennifer RowleyAbstract:AbstractAs a relatively new field, research into place Branding is predominately case-study based, focusing specifically on single place entities. This paper reports on an exploratory study that uses semi-structured interviews with place-Branding practitioners working in various geographical locations (towns, cities, regions). The study tests the relevance of the components of strategic place Brand Management and elucidates their meaning and explores the relationships between these components. The research confirms the relevance of the components but suggests that relationships between components may be context dependent. The study makes both theoretical and managerial contributions by offering a refined, holistic, and new practitioner-led strategic place Brand-Management model along with structural meanings for each component that describe to those embarking on the process the key processes, activities, and success factors that are integral for an effective place-Branding approach.
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towards a strategic place Brand Management model
Journal of Marketing Management, 2011Co-Authors: Sonya Hanna, Jennifer RowleyAbstract:Abstract Using earlier research into models of place Branding-Management processes, this paper develops a multi-level conceptual model of strategic place Brand Management designed to support managers in embracing a holistic approach to place Brand Management. The model identifies the following components for attention and activity: place Brand evaluation; Brand infrastructure relationships, including infrastructure (regeneration) and stakeholder engagement (Management); place Brand articulation; and Brand communications. The model identifies the influences and action processes between these components, including Brand identity and architecture, influencing Brand experience. Existing place Branding models take different perspectives on the Branding process – respectively, relationship Management, communications, and strategic planning; none of these models are comprehensive and neither are they widely adopted or tested. This paper proposes an integrative model that builds on and subsumes these earlier mode...
Michel Phan - One of the best experts on this subject based on the ideXlab platform.
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personality driven luxury Brand Management
Journal of Brand Management, 2018Co-Authors: Klaus Heine, Glyn Atwal, Sandrine Crenerricard, Michel PhanAbstract:This paper combines the Brand personality and Brand anthropomorphization concepts and introduces the notion of personality-driven Brand Management especially for the context of luxury Branding. A central part of this paper is a study about the major dimensions of luxury Brand personality. Results suggest that there exist five distinct luxury personality dimensions including tradition, modesty, elitism, eccentricity and sensuality. They help Brand managers to develop distinct Brand personalities by encouraging them to decide between contrasting traits. After presenting the major strategies to bring a luxury Brand personality alive, the paper discusses the benefits of personality-based Brand Management and concludes with some major lessons learned.
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social media and luxury Brand Management the case of burberry
Journal of Global Fashion Marketing, 2011Co-Authors: Michel Phan, Ricarda Thomas, Klaus HeineAbstract:Abstract Social networks, and social media as the tools, are everywhere in the marketer’s world today. Their growing importance was quickly acknowledged and they were casted one of the top research priorities by the trustees of the Marketing Science Institute (MSI) in 2006. Brands, and in particular luxury Brands with their high Brand equity, ought to have a clear understanding of what social media could do for them, and develop a clear strategy of how they could enhance customers’ experience and perceptions of their Brands. Social media are highly related with the concept of Web 2.0, which go back to O’Reilly (2005) who realized that the companies that had survived the dot-com bubble in 2001 seemed to have something in common. These shared principles and practices are the modern second era of the web that can be described as Web 2.0. Beyond the social classification of content by tagging (folksonomy), Web 2.0 pages allow and encourage the creation of user-generated content. This includes creating and sha...