Creating and sustaining brand equity long term
J N KAPFERER
‘After reading Kapferer’s book, you’ll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature.’ Philip Kotler, Northwestern University ‘A real thought provoker for marketing and business people. Strategic Brand Management is an essential tool to develop strong marketing strategy.’ P Desaulles, Vice President, Du Pont de Nemours Europe ‘A solid contribution written with depth and insight. I recommend it to all those who desire a further understanding of the various dimensions of brand management.’ David A Aaker, University of California at Berkeley, and author of Managing Brand Equity ‘The best book on brands yet. It is an invaluable reference for designers, marketing and brand managers.’ Design Magazine ‘‘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 Management ‘One of the definitive resources on branding for marketing professionals worldwide.’ The Economic Times, India ‘Jean Noel Kapferer’s hierarchy of brands with six levels of brands is an extraordinary insight.’ Sam Hill and Chris Lederer, authors of The Infinite Asset, Harvard Business School Press ‘A fresh perspective on branding that is easy to understand and inspirational. I believe it to be the finest book on the subject in the marketplace today.’ Marsha Lindsay, President and CEO, Lindsay, Stone and Briggs ‘The treatment of brand-product strategies, brand extensions and financial evaluations are also strengths of the book.’ Journal of Marketing ‘A “think book”. It deals with the very essence and culture of branding.’ International Journal of Research in Marketing ‘An authoritative analysis about establishing an identity and exploiting it.’ Daily Telegraph ‘A full and highly informative text… well written and brought to life through numerous appropriate examples.’ Journal of the Market Research Society
Creating and Sustaining Brand Equity Long Term
London and Philadelphia
Publisher’s note Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and authors cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or any of the authors. First published in France in hardback in 1992 and in paperback in 1995 by Les Editions d’Organisation Second edition published in Great Britain in 1997 by Kogan Page Limited Third edition 2004 Reprinted 2005, 2007 Fourth edition 2008 Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses: 120 Pentonville Road London N1 9JN United Kingdom www.kogan-page.co.uk 525 South 4th Street, #241 Philadelphia PA 19147 USA
© Les Editions d’Organisation, 1992, 1995, 1997, 2004, 2007, 2008 The right of Jean-Noel Kapferer to be identified as the author of this...