Jean-Noël Kapferer è la massima autorità europea nella gestione del marchio, riconosciuto a livello internazionale come uno dei principali specialisti mondiali e un pensatore influente nel settore. Il suo lavoro, tradotto in numerose lingue, è caratterizzato da un'analisi approfondita e raccomandazioni creative che derivano dalla sua visione internazionale e da un equilibrio tra teoria e pratica. Kapferer è stato un pioniere di concetti chiave nella gestione moderna del marchio, sostenendo precocemente l'identità del marchio e un approccio olistico, distinguendo le sue intuizioni dalle teorie nordamericane incentrate sugli attributi. I suoi innovativi contributi, come il prisma d'identità e il nucleo del marchio, continuano a plasmare la strategia internazionale del marchio.
Oliver presents an academic commentary and literature review on theoretical concepts of integrated corporate communication, stressing the importance of two way communication and of developing a better understanding of the priorities of others
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 analyzes in depth the essence of luxury, highlights its managerial implications and rationalizes the highly original methods – often very far from the usual marketing strategies – used to transform small family businesses such as Ferrari, BMW, Louis Vuitton, Cartier, Chanel, Armani or Ralph Lauren into worldwide successes. The Luxury Strategy clarifies the difference between "premium," "fashion," and "luxury," and sets out the counter-intuitive rules for successfully marketing luxury goods and services. Luxury experts Jean-Noel Kapferer and Vincent Bastien provide the first rigorous blueprint for effectively managing luxury brands and companies at the highest level, including human resources and financial management. Finally, The Luxury Strategy unveils how in any market, including B to B, a company can learn from luxury strategies to differentiate itself profitably.
Praise and Reviews "the best book on brands yet"- Design Magazine"New exciting ideas and perspectives on brand building are offered that have been absent from our literature."- Philip Kotler, S C Johnson & Sons Distinguished Professor of International Marketing, Northwestern University, Kellogg School of Management"Managing a brand without reading this book is like driving a car without your license."- Haesun Lee, Senior Vice President of Marketing, AMOREPACIFIC Co, Korea"Kapferer's hierarchy of brands is an extrordinary insight"- Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School Press"One of the definitive resources on branding for marketing professionals worldwide."- Vikas Kumar, The Economic Times, India"One of the best books on brand management. Kapferer is thought provoking and always able to create new insights on various brand related topics."- Rik Riezebos, CEO Brand Capital and director of EURIB / European Institute for Brand ManagementThe first two editions of Strategic Brand Management were published to great critical acclaim. The New Strategic Brand Management has been rewritten and fully revised to bring readers absolutely up-to-date with the dramatic changes that have taken place in brand management worldwide.Dealing with the concept and practice of brand management in its totality, it is packed with fresh examples and case studies of brands from all over the world, paying particular attention to global brands. It also looks at the hype surrounding branding and stresses the role of sound business decisions when building a brand. There are several new chapters, including:brand and business buildingthe challenge of growth in mature marketsmanaging retail brands.Plus completely new sections on innovation and its role in growing and reinventing brands, and corporate branding.The New Strategic Brand Management will provide all marketing and brand managers with a thorough understanding of the new rules of brand management and how to put them into practice.
Get expert insight into the unique challenges faced by the luxury sector and learn how to tackle them with this authoritative guide to luxury branding.
Are the 'classical' rules of brand management obsolete? These rules were created over 50 years ago in the United States under very different market conditions and realities. Since then, textbooks and current thinking have been replete with the same simplistic models of branding, which are looking incresingly out of date.
Firma Procter and Gamble je ve spojení s ďáblem - jen se podívejte na její symbol, kolik je v něm satanských znamení! Lepidlo na samolepkách pro děti obsahuje LSD! Prezident je nevyléčitelně nemocný! Mezi banány v samoobsluze byl had a uštkl dítě! Fáma, fáma, fáma... Toto slovo vyvolává ve veřejnosti představu záhadného, téměř magického jevu. Už rozbor běžných slovních spojení je v tomto ohledu příznačný: fáma běží, koluje, šíří se, objevuje se. Je to zvíře překvapivé, hbité a nedostižitelné. Její působení na lidi se v mnohém podobá hypnóze: fascinuje, podmaňuje a svádí. Hlavní tezí knihy je, že takováto koncepce je zcela mylná. Fámy nejsou žádná záhada, řídí se pevnou logikou a mnohdy nahrazují nedostatečnou oficiální informaci. Za jejich tajemstvím je možné vysledovat skryté poselství. Kniha poprvé vyšla v roce 1987 a od té doby byla již přeložena do mnoha jazyků. Poslední vydání (vztaženo k roku 1990), je rozšířené o doslov shrnující poslední výzkumy, fámy a moderní městské legendy.
