Strategic Brand Management

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Thousands of companies recognize brand names as their most valuable assets, yet branding is often treated as a tactical decision. In this insightful work, Jean-Noel Kapferer, a leading expert in brand management, presents a comprehensive model for strategic brand management. Through numerous examples and case studies, he explores the essence and culture of branding, offering a philosophy for all aspects of brand management. Central to his approach is the concept of a brand as a pyramid with three levels: the apex represents the "kernel" or core identity; the middle signifies style or personality; and the base encompasses underlying themes and advertising programs. Kapferer emphasizes that a brand is not merely a product but its essence and meaning. Strategic brand management requires a holistic understanding of this "gestalt," which must be managed across the entire company, not just in marketing. Successful brand managers seek new opportunities through global branding, navigating benefits, dangers, and pitfalls. Kapferer outlines the globalization phases, from name transitions to maintaining consistency, and discusses when global branding is most effective versus a multi-domestic marketing mix. He also addresses corporate barriers to global branding and necessary structural changes for maximizing its benefits. This work serves as a vital reference for branding in the U.S. as it evolves into the 1990s.