Strategic Brand Management Kapferer -

Jean-Noël Kapferer is a globally recognized authority on branding, whose seminal work, redefined brands as strategic assets rather than just marketing tools . For Kapferer, a brand is not just a product or a name; it is the essence, meaning, and direction of the product. 1. The Core Philosophy: Brands as Strategic Assets

How do customers feel about themselves when using the brand? A customer doesn't just buy shoes; they feel like an athlete. According to Unstop , tapping into this emotional aspect is what creates true customer loyalty. Why It Matters Now strategic brand management kapferer

Managing a brand without a clear identity is like driving without a license. By using frameworks like the Kapferer Brand Identity Prism , you move beyond "selling products" and start "building legends." Jean-Noël Kapferer is a globally recognized authority on

To apply Kapferer to your business, answer these 6 questions annually: The Core Philosophy: Brands as Strategic Assets How