By Jean-Noël Kapferer
Книга the hot Strategic model administration: developing and maintaining model Equity... the recent 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 foreign by way of company colleges, 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 verified a name as one of many prime works on model method yet has turn into synonymous with the subject itself. the recent variation builds in this awesome attractiveness and retains the publication on the leading edge of strategic model considering. Revealing and explaining the most recent options utilized by businesses world wide, writer Jean-Noel Kapferer covers all of the major matters confronted by means of model strategists this day. With either gravitas and clever perception, the publication unearths new considering on an array of themes together with: model structure and variety suggestions; marketplace version ways; and positioning within the deepest label and shop model atmosphere.
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Additional resources for The New Strategic Brand Management: Creating and Sustaining Brand Equity..
Sample text
They only emerge when the company wishes to strategically differentiate its products. This wish can come about through three types of investment: l Investment in production, productivity and R&D. Thanks to these, the company can acquire specific know-how, a knack which cannot be imitated and which in accounting terms is also an intangible asset. Sometimes the company temporarily blocks new entrants by registering a patent. This is the basis of marketing in the pharmaceutical industry (a patent and a brand) but also of companies like Ferrero, whose products are not easily imitated despite their success.
The Palmolive brand name has become symbolic of mildness and has been extended to a number of markets besides that of soap, for example shampoo, shaving cream and washing-up liquid. This is known as brand extension (see Chapter 12) and saves on the need to create awareness if you had to launch a new product on each of these markets. In determining the financial value of the brand, the expert must take into account the sources of any additional revenues which are generated by the presence of a strong brand.
It is high time to stop treating brands and commerce as opposing forces. The value of the brand, and thus the legitimacy of implementing a brand policy, depends on the difference between the marginal revenues and the necessary marginal costs associated with brand management. How brand reputation affects the impact of advertising Brands are a form of capital that can slowly be built, while in the meantime one is growing business. Of course it is very possible to grow a business without creating such brand capital: a push strategy or a price strategy can deliver high sales and market share without building any brand equity.
