Below is a structured summary of “The New Strategic Brand Management: Advanced Insights and Strategic Thinking” by Jean-Noël Kapferer, incorporating as many points and examples as possible, with specific actions that can be taken based on the book’s advice.

The New Strategic Brand Management by Jean-Noël Kapferer is an in-depth exploration of brand management strategies with a strong emphasis on competitive and corporate strategy. It provides advanced insights into building, managing, and evolving brands in a complex marketplace. The book is rich with examples and actionable strategies for professionals involved in brand management.

Key Points:
– Brand equity is the value that a brand adds to a product or service.
– It is built over time through customer experiences, perceptions, and loyalty.
– Kapferer discusses both financial and strategic implications of brand equity.

Examples:
– Coca-Cola leverages its brand equity by expanding into new markets with brand recognition built over decades.
– Apple commands premium pricing due to strong brand equity built through innovation and design excellence.

Actionable Advice:
– Conduct regular brand audits to assess the health of your brand equity.
– Use customer feedback, sales data, and market trends to measure brand perception and make informed strategic decisions.

Key Points:
– The process involves brand identity, positioning, and managing brand architecture.
– Strong brand identity and positioning differentiate a brand in a crowded marketplace.
– Brand architecture is the structure that organizes brands within a company’s portfolio.

Examples:
– Nike’s brand positioning focuses on innovation and performance, which is consistently reinforced through marketing and product design.
– Procter & Gamble’s brand architecture includes a mix of global and local brands, each catering to different segments and markets.

Actionable Advice:
– Clearly define your brand identity using the Brand Identity Prism framework.
– Ensure all marketing and communication reinforces your brand’s unique positioning.
– Evaluate your brand architecture to ensure it aligns with your overall business strategy.

Key Points:
– The Brand Identity Prism includes six facets: physique, personality, culture, relationship, reflection, and self-image.
– Identity must be consistently communicated and perceived across all touchpoints.

Examples:
– Harley-Davidson’s brand identity encompasses a rugged, adventurous persona that appeals to its core customer base.
– Disney’s brand identity is centered on family fun, magic, and entertainment, consistently reflected in its parks, movies, and merchandise.

Actionable Advice:
– Create a detailed brand identity chart using the Brand Identity Prism.
– Regularly assess if all brand touchpoints (advertising, customer service, product design) align with your defined brand identity.

Key Points:
– Effective brand positioning answers the questions: who are we, what do we offer, to whom, and why?
– Differentiation is critical in positioning – finding a unique space in the consumer’s mind.

Examples:
– Volvo positions itself around safety and reliability, appealing to family-oriented customers.
– Red Bull positions itself as an energizing, youthful brand with its tagline “Gives You Wings”.

Actionable Advice:
– Conduct market research to understand consumer needs and competitive landscape.
– Develop a unique value proposition and ensure it is communicated consistently in all marketing efforts.

Key Points:
– Brand extension: using an established brand name to enter a new product category.
– Brand stretching: leveraging the brand to cover diverse activities.

Examples:
– Virgin Group extends its brand to diverse industries like airlines, music, and telecommunications.
– Dove successfully extended from soap to a range of personal care products under the same brand name.

Actionable Advice:
– Assess the fit between your core brand and the new category you want to enter.
– Leverage the brand’s core values and strengths in all extensions to maintain coherence.

Key Points:
– Managing a global brand requires balancing consistency with local relevance.
– Global brands must navigate cultural differences, regulations, and market conditions.

Examples:
– McDonald’s adapts its menu to suit local tastes while maintaining its core brand elements like the golden arches.
– Unilever’s “Lifebuoy” tailors its hygiene messaging to different regions, focusing on common values like health.

Actionable Advice:
– Develop a global brand strategy that includes guidelines for local adaptations.
– Invest in local market research to identify cultural nuances and customer preferences.

Key Points:
– Performance should be measured not just by financial metrics but also brand strength and consumer perception.
– Tools include brand audits, consumer surveys, and performance tracking over time.

Examples:
– Samsung uses brand tracking studies to measure its brand health and consumer perceptions globally.
– L’Oréal employs market share analysis and customer surveys to understand brand performance across different regions.

Actionable Advice:
– Implement regular brand health tracking and consumer satisfaction surveys.
– Use analytics to tie brand performance metrics to business outcomes and refine strategies.

Key Points:
– CSR enhances brand reputation and builds stronger emotional connections with consumers.
– Brands associated with positive social contributions are more likely to earn consumer trust and loyalty.

Examples:
– TOMS shoes’ “One for One” initiative where a pair of shoes is donated for each pair purchased.
– Patagonia’s commitment to environmental sustainability reinforces its brand values and attracts eco-conscious consumers.

Actionable Advice:
– Integrate CSR initiatives that align with your brand values and mission.
– Communicate your CSR efforts transparently to build trust and loyalty among consumers.

Jean-Noël Kapferer’s The New Strategic Brand Management provides a comprehensive framework for understanding and managing brand strategy in a competitive market. From defining brand identity and positioning to navigating global markets and leveraging brand equity, it offers actionable insights and real-world examples for building resilient and compelling brands.

Importantly, the actionable steps outlined above for each key point empower brand managers to implement strategies effectively and drive brand success.

By applying these principles and strategies, brand managers can navigate the complexities of brand management and cultivate brands that resonate deeply with consumers across markets.

This structured summary covers key aspects of the book, examples, and actionable insights tailored to strategic brand management for competitive and corporate strategy contexts.