Strategic Brand Management Kapferer __hot__ Jun 2026

| Facet | Strategic Question | Red Flag | | :--- | :--- | :--- | | | What is the one visual signature only we own? | "Our logo is similar to Competitor X." | | Personality | If our CEO changed, would the brand voice stay the same? | "The brand sounds like the current ad agency." | | Culture | What is the one belief we would never violate for profit? | "We don't have a belief; we have a mission statement." | | Relationship | What do we do for the customer that a machine/AI cannot? | "Our customer service is a chatbot only." | | Reflection | Do aspirational users envy our current users? | "Our customers are older than we want." | | Self-Image | Does our brand help the user feel like a better person? | "It's just a utility (e.g., paper towels)." |

Unlike other branding models that focus on tactics (logos, touchpoints), Kapferer focuses on strategic brand management kapferer

Ensuring that what HR tells employees matches what Marketing tells the world. | Facet | Strategic Question | Red Flag

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 | "We don't have a belief; we have a mission statement

"Strategic Brand Management" is a book written by Jean-Noël Kapferer, a renowned branding expert, first published in 1992. The book provides a comprehensive framework for managing brands strategically. Kapferer, a professor of marketing at HEC Paris, is known for his expertise in brand management, and his work has been widely acclaimed and adopted globally.

Kapferer rejects linear funnels. Brands spread like viruses: