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Title: Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity by Jean-Noel Kapferer ISBN: 0-02-917045-1 Publisher: Free Press Pub. Date: 01 March, 1994 Format: Hardcover Volumes: 1 List Price(USD): $29.95 |
Average Customer Rating: 4.6 (5 reviews)
Rating: 3
Summary: A big yawn
Comment: Nothing to see here...move along.
Kapferer promises "new approaches" and delivers the same tired pablum. Not worth the time it takes to read it--you won't find anything applicable in the book.
Rating: 5
Summary: A holistic approach to brand architecture
Comment: This book is a comprehensive and holistic approach to brand architecture. The author presents an expanded view of the meaning and role of brands and gives a new dimension, deeper than the single, limited conceptualization of a brand as a product. The role of the organizational associations, of the culture values and the emotional imput is very well integrated to understand the multidimensional meaning of a brand. This book will help brand, marketing and/or commercialization managers to best leverage their corporate, range and product brands. Additionally, the insights presented to understand brand and company valuations are very well explained. This book, by Jean Noel Kapferer, can be complemented with books written by David Aaker.
Rating: 5
Summary: A Terrific Book!
Comment: Unlike many brand experts who consider brand to be something that shifty marketers invent in dark rooms and then overlay on products, Kapferer suggests that there is an organic genesis to brand, having to do with the culture of the corporation that creates them. It's a refreshing concept, and one that is extremely valuable for the non-profit and service sectors, who don't usually create new products or services based on the latest market fad.
This is a much more conceptual approach to branding than I've seen in other works, and one that will serve as a good introduction to brand for someone who has no background in it. It's equally good, though, for someone who has trudged through other more tactical books, and even for someone who has a solid background in branding.
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Title: Managing Brand Equity: Capitalizing on the Value of a Brand Name by David A. Aaker ISBN: 0029001013 Publisher: Free Press Pub. Date: 01 June, 1991 List Price(USD): $35.00 |
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Title: Building Strong Brands by David A. Aaker ISBN: 002900151X Publisher: Free Press Pub. Date: 01 December, 1995 List Price(USD): $28.00 |
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Title: Harvard Business Review on Brand Management (The Harvard Business Review Paperback Series) by Erich Joachimsthaler, David Aaker, John Quelch, David Kenny, Vijay Vishwanath, Mark Jonathan ISBN: 1578511445 Publisher: Harvard Business School Press Pub. Date: 01 August, 1999 List Price(USD): $19.95 |
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Title: Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands by Alina Wheeler, Alina R. Wheeler ISBN: 0471213268 Publisher: Wiley Pub. Date: 15 January, 2003 List Price(USD): $35.00 |
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Title: Reinventing the Brand by Jean-Noel Kapferer, Jean-Nowl Kapferer ISBN: 0749435933 Publisher: Kogan Page Pub. Date: 01 October, 2001 List Price(USD): $30.00 |
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