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Certifiable Software Applications 1: Main Processes [7/18/2016] Jean-Louis Boulanger
Hardcover
About the author
Jean-Noël Kapferer
36 books46 followersJean-Noel Kapferer is the European authority on brand management.
He is internationally recognised as one of the worldwide leading specialists on brands and one of the most influential. He has promoted radical new concepts and methods, written eleven books on communication and brands. All his works have been translated into several languages and widely diffused throughout the world. Kapferer's unique style of in depth analysis and also creative recommendations originates from his highly international vision and background, and a permanent equilibrium between theory and practice.
Jean-Noël Kapferer is recognized as the promoter of key concepts of modern brand management.
He was an early advocate of the concept of brand identity, at a time when american academic pioneers on brand equity did not even know the concept. He is also a constant promoter of the holistic approach to brand identity, congenial to European or Asian brand management, unlike north American theorizing which holds brands as a sum of attributes.
Its major conceptual and operational contributions to the advancement of brand management are :
- the identity prism, a holistic integrated approach to brand identity
- the brand kernel, distinguishing non negotiable brand facets and peripheral facets of brand identity
- the brand coherence grid, to audit the product portfolio of brands internationally and propose optimal architectures.
- the definition of core brand architectures.
- the promotion of wide brand extensions unlike the traditional and limitative product brand approach.
He is internationally recognised as one of the worldwide leading specialists on brands and one of the most influential. He has promoted radical new concepts and methods, written eleven books on communication and brands. All his works have been translated into several languages and widely diffused throughout the world. Kapferer's unique style of in depth analysis and also creative recommendations originates from his highly international vision and background, and a permanent equilibrium between theory and practice.
Jean-Noël Kapferer is recognized as the promoter of key concepts of modern brand management.
He was an early advocate of the concept of brand identity, at a time when american academic pioneers on brand equity did not even know the concept. He is also a constant promoter of the holistic approach to brand identity, congenial to European or Asian brand management, unlike north American theorizing which holds brands as a sum of attributes.
Its major conceptual and operational contributions to the advancement of brand management are :
- the identity prism, a holistic integrated approach to brand identity
- the brand kernel, distinguishing non negotiable brand facets and peripheral facets of brand identity
- the brand coherence grid, to audit the product portfolio of brands internationally and propose optimal architectures.
- the definition of core brand architectures.
- the promotion of wide brand extensions unlike the traditional and limitative product brand approach.
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