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Jean-Noël Kapferer

Bio: Jean-Noël Kapferer is an academic researcher from Inseec Business School. The author has contributed to research in topics: Brand management & Brand equity. The author has an hindex of 45, co-authored 151 publications receiving 12264 citations. Previous affiliations of Jean-Noël Kapferer include HEC Paris & Saint Petersburg State University.


Papers
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Journal ArticleDOI
TL;DR: In this paper, the authors suggest measuring an involvement profile, rather than a single involvement level, based on an empirical analysis of 14 product categories and find that there is more than one kind of consumer involvement, depending on the antecedents of involvement.
Abstract: There is more than one kind of consumer involvement. Depending on the antecedents of involvement (e.g., the product's pleasure value, the product's sign or symbolic value, risk importance, and probability of purchase error), consequences on consumer behavior differ. The authors therefore recommend measuring an involvement profile, rather than a single involvement level. These conclusions are based on an empirical analysis of 14 product categories.

2,083 citations

Book
01 Jan 2004
TL;DR: In this article, the authors define the three layers of a brand: kernel, codes and promises, and propose three levels of brand coherence: identity, identity and change, respectively.
Abstract: Introduction: You can't build the brand without building the business Part One: Why is branding so strategic? 1 Brand equity in question What is a brand? Differentiating between brand assets, strength and value Tracking brand equity Goodwill: the convergence of finance and marketing How brands create value for the customer How brands create value for the company Corporate reputation and the corporate brand 2 Strategic implications of branding What does branding really mean? Permanently nurturing the difference What you do first is most important The brand is really a contract The product and the brand Each brand needs a flagship product Advertising products through the brand prism Brands and other signs of quality Obstacles to the implications of branding Service brands 3 Brand and business building Are brands for all companies? Building a market leader without advertising Brand building: from product to values, and vice versa Are leading brands the best products? Understanding the value curve of the target Breaking the rule and acting fast Comparing brand and business models: cola drinks Two different approaches to luxury brand building Part Two: The challenges of modern markets 4 The new rules of brand management The new challenges of modern markets Key principles of competitive branding The enlarged scope of brand management Licensing: a strategic lever The logic of co-branding 5 Brand identity and positioning Brand identity: a necessary concept Identity and positioning Why brands need identity and positioning The six facets of brand identity Sources of identity Brand essence 6 The logic of retail brands The changing nature of retail brands Why have a retail brand? The business logic of retail brands How retail brands grow Success factors of retail brands Optimising the retail brand marketing mix Changing the brand and business model: Decathlon How manufacturers compete against retail brands Defending against imitation by retail brands Facing the low cost revolution Part Three: Creating and sustaining brand equity 7 Launching the brand Launching a brand and launching a product are not the same Defining the brand's platform The process of brand positioning Determining the flagship product Brand campaign or product campaign? Brand language and territory of communication Choosing a name for a strong brand Overcoming thresholds in brand awareness Making creative advertising work for the brand Building brand foundations through opinion leaders Taking distributors into account 8 The challenge of growth in mature markets Growth through existing customers Line extensions: necessity and limits Growth through innovation Disrupting markets through value innovation Managing fragmented markets Growth through cross-selling between brands Growth through internationalisation 9 Sustaining a brand long term Is there a brand life cycle? The fragile equilibrium of added value Recreating a perceived difference Investing in communication No one is free from price comparisons Image is an art at retail Creating entry barriers Defending against brand counterfeiting From brand equity to customer equity Sustaining proximity with influencers The necessity of dual management 10 Adapting to the market: identity and change The necessity of change Brand identity versus brand diversity Consistency is not mere repetition The three layers of a brand: kernel, codes and promises Respecting the brand contract Managing two levels of branding Checking the value of one's identity Reinventing the brand: Salomon 11 Growth through brand extensions What is new about brand extensions? Brand or line extensions? The limits of the classical conception of a brand Why are brand extensions necessary? Building the brand through systematic extensions Extending the brand to internationalise it Identifying potential extensions The economics of brand extension What research tells us about brand extensions How extensions impact the brand: a typology Avoiding the risk of dilution What does brand coherence really mean? Balancing identity and change Assessing what should not change: the brand kernel Preparing the brand for remote extensions Keys to successful brand extensions Is the market is really attractive? A few classic implementation errors An extension-based business model: Virgin 12 Brand architecture: managing brand and product relationships Branding strategies Choosing the appropriate branding strategy Retailers' branding strategies New trends in branding strategies Internationalising the architecture of the brand Group and corporate brands Corporate brands and product brands 13 Multi-brand portfolios Inherited complex portfolios From single to multiple brands: Michelin The benefits of multiple entries Linking the portfolio to segmentation Global portfolio strategy The case of industrial brand portfolios Linking the brand portfolio to the corporate strategy Key rules to manage a multi-brand portfolio Design and portfolio management Does the brand portfolio match the organisation? Auditing the portfolio strategically A local and global portfolio - Nestle 14 Handling name changes and brand transfers Brand transfers are more than a name change Reasons for brand transfers The challenge of brand transfers When one should not switch When brand transfer fails Analysing best practices Transferring a service brand Which brand to retain after a merger Managing resistance to change Factors of successful brand transfers Changing the corporate brand 15 Ageing, decline and revitalisation The decay of brand equity The factors of decline When the brand becomes generic The ageing of brands Rejuvenating a brand Growing older but not ageing 16 Managing global brands The latest on globalisation A classification of global brands Patterns of brand globalisation Why globalise? The benefits of a global image Conditions favouring global brands The excess of globalisation Barriers to globalisation Coping with local diversity Building the brand in emerging countries Naming problems Achieving the delicate local-global balance Being perceived as local: the new ideal of global brands? Local brands make a comeback? The process of brand globalization Globalising communications: processes and problems Making local brands converge Part Four: Brand valuation 17 Financial brand valuation Accounting for brands: the debate What is financial brand equity? Evaluating brand valuation methods The nine steps to brand valuation The evaluation of complex cases What about the brand values published annually in the press?

1,504 citations

Book
Jean-Noël Kapferer1
01 Oct 2004

760 citations

Journal ArticleDOI
TL;DR: Brand personality is a key facet of a brand identity as mentioned in this paper, and the current scales of brand personality do not in fact measure brand personality, but merge a number of dimensions of brand identity, which need to be kept separate both on theoretical grounds and for practical use.
Abstract: Since 1997, literature and research on the concept of brand personality have been flourishing, and specific scales have gone into widespread use in academic circles, unchallenged on their validity. Brand personality is certainly a key facet of a brand identity. As this paper will demonstrate, however, the current scales of brand personality do not in fact measure brand personality, but merge a number of dimensions of brand identity — personality being only one of them — which need to be kept separate both on theoretical grounds and for practical use. Brand research and theorising, as well as managerial practice, have nothing to gain from the present state of unchallenged conceptual confusion.

700 citations

Journal ArticleDOI
TL;DR: In this article, the authors unveil the specificity of management of luxury brands and set out some of the counter-intuitive rules for successfully marketing luxury goods and services, including the need to distinguish it strongly from both fashion and premium or "trading up".
Abstract: Today luxury is everywhere. Everybody wants his products to be luxury. The concept of luxury is attractive and fashionable. There are luxury columns in all magazines and journals. There are TV shows on the business of luxury and on luxury products and services. Even mass-consumption brands name many of their models ‘Deluxe’ or qualify their experience as luxurious. New words have been recently invented and promoted that add to the complexity: masstige, opuluxe, premium, ultra-premium, trading up, hyper-luxury, real or true luxury, and so on. There is a confusion today about what really makes a luxury product, a luxury brand or a luxury company. Managing implies clear concepts and, beyond these concepts, clear business approaches and pragmatic rules. The aim of this chapter is to unveil the specificity of management of luxury brands. Going back to fundamentals, one needs to distinguish it strongly from both fashion and premium or ‘trading up’. From this starting point, it sets out some of the counter-intuitive rules for successfully marketing luxury goods and services.

559 citations


Cited by
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Journal Article
TL;DR: Prospect Theory led cognitive psychology in a new direction that began to uncover other human biases in thinking that are probably not learned but are part of the authors' brain’s wiring.
Abstract: In 1974 an article appeared in Science magazine with the dry-sounding title “Judgment Under Uncertainty: Heuristics and Biases” by a pair of psychologists who were not well known outside their discipline of decision theory. In it Amos Tversky and Daniel Kahneman introduced the world to Prospect Theory, which mapped out how humans actually behave when faced with decisions about gains and losses, in contrast to how economists assumed that people behave. Prospect Theory turned Economics on its head by demonstrating through a series of ingenious experiments that people are much more concerned with losses than they are with gains, and that framing a choice from one perspective or the other will result in decisions that are exactly the opposite of each other, even if the outcomes are monetarily the same. Prospect Theory led cognitive psychology in a new direction that began to uncover other human biases in thinking that are probably not learned but are part of our brain’s wiring.

4,351 citations

Journal ArticleDOI
TL;DR: This study draws upon and extends the principal-agent perspective to identify and propose a set of four antecedents of perceived uncertainty in online buyer seller relationship superceived information asymmetry, fears of seller opportunism, information privacy concerns, and information security concerns which facilitate online exchange relationships by overcoming the agency problems of adverse selection and moral hazard.
Abstract: Despite a decade since the inception of B2C e-commerce, the uncertainty of the online environment still makes many consumers reluctant to engage in online exchange relationships. Even if uncertainty has been widely touted as the primary barrier to online transactions, the literature has viewed uncertainty as a "background" mediator with insufficient conceptualization and measurement. To better understand the nature of uncertainty and mitigate its potentially harmful effects on B2C e-commerce adoption (especially for important purchases), this study draws upon and extends the principal-agent perspective to identify and propose a set of four antecedents of perceived uncertainty in online buyer seller relationship superceived information asymmetry, fears of seller opportunism, information privacy concerns, and information security concerns which are drawn from the agency problems of adverse selection (hidden information) and moral hazard (hidden action). To mitigate uncertainty in online exchange relationships, this study builds upon the principal agent perspective to propose a set of four uncertainty mitigating factor-trust, website informativeness, product diagnosticity, and social presence-that facilitate online exchange relationships by overcoming the agency problems of hidden information and hidden action through the logic of signals and incentives. The proposed structural model is empirically tested with longitudinal data from 521 consumers for two products (prescription drugs and books) that differ on their level of purchase involvement. The results support our model, delineating the process by which buyers engage in online exchange relationships by mitigating uncertainty. Interestingly, the proposed model is validated for two distinct targets, a specific website and a class of websites. Implications for understanding and facilitating online exchange relationships for different types of purchases, mitigating uncertainty perceptions, and extending the principal-agent perspective are discussed.

2,151 citations

Journal ArticleDOI
TL;DR: The authors identified some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management.
Abstract: Branding has emerged as a top management priority in the last decade due to the growing realization that brands are one of the most valuable intangible assets that firms have. Driven in part by this intense industry interest, academic researchers have explored a number of different brand-related topics in recent years, generating scores of papers, articles, research reports, and books. This paper identifies some of the influential work in the branding area, highlighting what has been learned from an academic perspective on important topics such as brand positioning, brand integration, brand-equity measurement, brand growth, and brand management. The paper also outlines some gaps that exist in the research of branding and brand equity and formulates a series of related research questions. Choice modeling implications of the branding concept and the challenges of incorporating main and interaction effects of branding as well as the impact of competition are discussed.

2,050 citations

Journal ArticleDOI
TL;DR: In this article, the authors report the development and validation of a parsimonious, generalizable scale that measures the hedonic and utilitarian dimensions of consumer attitudes toward product categories and different brands within categories.
Abstract: This article reports the development and validation of a parsimonious, generalizable scale that measures the hedonic and utilitarian dimensions of consumer attitudes toward product categories and different brands within categories. The hedonic/utilitarian (HED/UT) scale includes ten semantic differential response items, five of which refer to the hedonic dimension and five of which refer to the utilitarian dimension of consumer attitudes. The authors conducted six studies to establish the unidimensionality, reliability, and validity of the two HED/UT subscales. In reaching the final scale, the authors also develop and implement a unique process of paring down a psychometrically sound but otherwise too large set of items. Nomological validity is established by replacing a typical, one-dimensional attitude toward the brand measure with the hedonic and utilitarian dimensions in a central route processing model. Results suggest that the hedonic and utilitarian constructs are two distinct dimensions o...

1,739 citations