Faculty Directory

KAPFERER Jean-Noel

Jean-Noel KAPFERER

Emeritus Professor

Marketing


Jean-Noël Kapferer received his Ph.D. from Kellogg Business School (Northwestern University, USA). He holds the Pernod-Ricard Chair on the Management of Prestige Brands and teaches Luxury Management in China (Tsing Hua University in Beijing), Korea (at the Seoul Luxury Business Institute) and Japan. He is a world reputed expert on brands. He is known for his advanced work on brand identity, strategic brand management, brand portfolios, brand architectures and most recently on prestige and luxury management.

At HEC, he teaches at the Grande Ecole, MBA and Executive Education level . He also directs doctoral dissertations

Author of more than one hundred articles, published in American journals (Marketing Science, The Journal of Marketing Research, The Journal of International Marketing, The Journal of Advertising Research , Psychology and Marketing, Advances in Consumer Research, The Public Opinion Quarterly) as well as in European journals (The Financial Times, The European Business Review The Journal of Brand Management, Market Leader , etc...) or Asian Journals ( Harvard Business Review China ) he won the 2004 American Marketing Association Award for the most influential contribution to marketing thinking for his article on «Local versus multinational brand strategy».He is the author of fifteen books on brand management, communication, word of mouth, advertising, four of them having gained wide international recognition: «Strategic Brand Management » ( now in its fourth edition , 2008) , «Re-inventing the brand » (2001), the very latest «The Luxury Strategy» (2009) all published by Kogan Page and a pioneering book «Rumours » (1991, Transaction Publishers) on the influence and management of word of mouth and buzz.

Jean-Noël Kapferer is an active consultant to leading international corporations on brand strategy. He is also a much sought after speaker for conferences and executive seminars all around the world. His recent lectures took place in New York, Geneva, Stockholm, Beijing, Seoul, Mumbay, Sao Paulo, and Tokyo.

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