Showing papers by "HEC Paris published in 1992"

Strategic brand management: New approaches to creating and evaluating brand equity

Abstract: Thousands of companies now recognize that brand names are their most valuable assets, but too often branding is merely a tactical decision, almost an afterthought. In this thought-provoking work, Jean-Noel Kapferer, an international authority on brand management and marketing, provides the most comprehensive model for strategic brand management to date. With hundreds of examples and case studies of brands throughout the world, Kapferer deals with the very essence and culture of branding and provides an overall philosophy for every aspect of brand management. At the heart of the book is Kapferer's concept of the brand as a pyramid with three levels: the apex is the kernel or core identity; the middle is the style or personality; and at the bases are the underlying themes and advertising programs. A brand, Kapferer argues, is not a product, but the product's essence, its meaning, and its direction. Strategic brand management starts with a holistic understanding of this gestalt rather than its component parts: the brand name, logo, design or packaging, and image. This gestalt must be managed, not just in marketing, but throughout the entire company. The most successful brand managers, Kapferer explains, search for new opportunities and new markets through the explosive phenomenon of global branding. Kapferer takes the reader through a comprehensive list of benefits, dangers, and pitfalls, and also step-by-step through each of the globalization phases -- from name transitions to maintaining consistency. He describes the conditions under which global branding works best, and the appropriateness of a multi-domestic marketing mix as opposed to a global mix. He also dealswith the corporate barriers to having global brands and the structural changes that corporations may have to undergo if they are to fully maximize the benefits of global branding. This hook, already a standard reference in Europe, brings branding in the U.S. into the 1990s.

Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity

Abstract: Thousands of companies now recognize that brand names are their most valuable assets, but too often branding is merely a tactical decision, almost an afterthought. In this thought-provoking work, Jean-Noel Kapferer, an international authority on brand management and marketing, provides the most comprehensive model for strategic brand management to date. With hundreds of examples and case studies of brands throughout the world, Kapferer deals with the very essence and culture of branding and provides an overall philosophy for every aspect of brand management. At the heart of the book is Kapferer's concept of the brand as a pyramid with three levels: the apex is the kernel or core identity; the middle is the style or personality; and at the bases are the underlying themes and advertising programs. A brand, Kapferer argues, is not a product, but the product's essence, its meaning, and its direction. Strategic brand management starts with a holistic understanding of this gestalt rather than its component parts: the brand name, logo, design or packaging, and image. This gestalt must be managed, not just in marketing, but throughout the entire company. The most successful brand managers, Kapferer explains, search for new opportunities and new markets through the explosive phenomenon of global branding. Kapferer takes the reader through a comprehensive list of benefits, dangers, and pitfalls, and also step-by-step through each of the globalization phases -- from name transitions to maintaining consistency. He describes the conditions under which global branding works best, and the appropriateness of a multi-domestic marketing mix as opposed to a global mix. He also dealswith the corporate barriers to having global brands and the structural changes that corporations may have to undergo if they are to fully maximize the benefits of global branding. This hook, already a standard reference in Europe, brings branding in the U.S. into the 1990s.

How rumors are born

Abstract: This article deals with rumors. Rumors arise when information is scarce. In the exchange of information constituted by rumors are the principles that rule all forms of exchange. Information circulates because it has value, because it is worth its weight in gold. Many rumors stem from secrets that have been more or less intentionally leaked. The source of many rumors is troubling because rumors mobilize a group's attention. In the course of successive exchanges, the group tries to reconstruct the puzzle of scattered pieces gathered there and there. The fewer the pieces, the greater the role of the group's unconscious plays in their interpretation.

Portfolio selection by mutual insurance companies and optimal participating insurance policies

Abstract: The specific problem of portfolio selection by insurance companies is addressed in this paper. Assuming risk aversion on capital markets, it is optimal to transfer part of the investment risk to policyholders (participating policies), as done in life insurance. This remark leads to two results. First, it implies that underwriting profits should be countercyclic. Second, it allows for riskier investments by the insurer. Indeed, optimal risk transfer increases the risk tolerance of the pool. Regulatory constraints on investment behavior in the insurance industry may then be questioned when participating policies are provided.