Jean-Noel KAPFERER

Emeritus Professor

Marketing

kapferer@hec.fr http://www.hec.fr/kapferer
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Biography

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.

Scientific articles

Quelle stratégie pour la marque France, demain ?

Revue Française de Gestion, 2011, n° 218-219, pp 139-153,

France : Pourquoi penser marque ?

Revue Française de Gestion, 2011, n° 218-219, pp 13-23,

The specificity of luxury management: Turning marketing upside down

Journal of Brand Management, 2009, vol. 16, n° 5-6, pp 311-322, (in coll. with V. BASTIEN)

Is CRM for luxury brands

Journal of Brand Management, 2009, vol. 16, n° 5-6, pp 406-412, (in coll. with H. Cailleux, C. Mignot)

Competition of Brands - Or of Business Models ?

Advertising Age, 2007, vol. 78, n° 9, pp 16,

The roots of brand loyalty decline: An international comparison

Ivey Business Journal, March-April 2005, vol. 69, n° 4, pp 1-6,

The post global brand

Journal of Brand Management, June 2005, vol. 12, n° 5, pp 319-325,

Les marques face au hard discount. Quelles stratégies ?

Revue Française de Gestion, 2004, vol. 30, n° 150, pp 203-210,

Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers

Journal of International Marketing, 2004, vol. 12, n° 4, pp 97-123, (in coll. with I. Schuiling)

Réinventer la marque?

Revue Française de Gestion, 2003, vol. 29, n° 145,

Books

Le dirigeant et la planète consommateurs - les réalités du marketing mondial

Village Mondial (in coll. with C. Boutineau )

The New Strategic Brand Management

Kogan Page

Ce qui va changer les marques - Discount, mondialisation et marchés matures

Editions d'Organisation, Paris

Re-marques - les marques à l'épreuve de la pratique - remarques 1

Editions d'Organisation, Paris

[Re]Inventing the Brand - Can Top Brands Survive the New Market Realities ? Traduction de Re-marques - les marques à l'épreuve de la pratique

Kogan Page

Re-marques - les marques à l'épreuve de la pratique - remarques 1

Editions d'Organisation, Paris

Les marques : les chemins de la reconquête

Editions d'Organisation, Paris

Die Marke, Kapital des Unternehmens, traduction de : "Les marques, capital de l'entreprise"

Verlag Moderne Industrie, Landsbert/Lech

La marca, capital de la empresa, traduction de : "Les marques, capital de l'entreprise"

Ed. Deusto, Bilbao

La sensibilité aux marques : marchés sans marques, marchés à marques

Editions d'Organisation, Paris (in coll. with G. LAURENT )

Chapters in edited books

The Europeanization of Brands: Beyond the Local/Global Dichotomy

Handbook Of Management, S. Crainer (Ed.), The Financial Times - FT Pitman Publishing, 598-614

La stratégie de communication : concepts et problèmes

Encyclopédie De Gestion, Vuibert, 238-250

Le management d'une rumeur

La Communication De Crise, M. Tixier (Ed.), McGraw-Hill

La marque est-elle encore à la portée des PME

Le Défi De La Petite Et Moyenne Entreprise, D. Michel, M. Michel (Eds.), CEPP, Paris, 193-196

La sensibilité aux marques

La Marque, J. N. Kapferer, J. C. Thoenig, McGraw-Hill

L'enfant, la nutrition et la publicité

L'École Par Le Menu, Fondation Française pour la Nutrition

Fiabilité et validité des principes mesures du souvenir publicitaire

Mesurer L'Efficacité De La Publicité, IREP, Editions d'Organisation

A comparison of TV advertising and mothers' influence on children's attitudes and values

Commercial Television And European Children, M. Ward, M. Robertson, M. Brown (Eds.), Gower Press

Les enfants de la publicité face à eux-mêmes

L'Enfant Dans L'Image, J. P. Gourevitch (Ed.), Retz

Implication du consommateur et sensibilité à la création publicitaire

La Communication Publicitaire : Recherche Et Réalité, IREP

Proceedings

L'extension de marque : implications des études et recherches in Le capital de marque : management et évaluation 1992

Actes du Séminaire IREP "La marque et ses enjeux" , 1992

L'imitation des marques : stratégie et impact des copies in Le capital de marque : management et évaluation 1992

Actes du Séminaire IREP "La marque et ses enjeux" , 1992

Effets de seuil dans la notoriété des marques

40th ESOMAR Congress , 1988 (G. LAURENT)

Thresholds in Brand Awareness

Proceedings of the 40th ESOMAR Congress , 1987 (F. Roussel, G. LAURENT)

Working papers

Scientific articles

Luxury and sustainability: a common future? The match depends on how consumers define luxury

Luxury Research Journal, 2015, vol. 1, n° 1, pp 3-17, (in coll. with A. MICHAUT)

The future of luxury: Challenges and opportunities

Journal of Brand Management, April 2015, vol. 21, n° 9, pp 716-726,

Does luxury have a minimum price? An exploratory study into consumers' psychology of luxury prices

Journal of Revenue & Pricing Management, February 2014, vol. 13, n° 1, pp 2-11, (in coll. with C. KLIPPERT, L. LEPROUX)

Is luxury compatible with sustainability? Luxury consumers’ viewpoint

Journal of Brand Management, January 2014, vol. 21, n° 1, pp 1-22, (in coll. with A. MICHAUT)

Books

Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity, traduction de : "Les marques, capital de l'entreprise"

Kogan Page

The Luxury Strategy Break the Rules of Marketing to Build Luxury Brands (adaptation de "Luxe Oblige" aux Editions d'Organisation)

Kogan Page (in coll. with V. Bastien )

Luxe oblige

Eyrolles (in coll. with V. Bastien )

Les marques, capital de l'entreprise

Editions d'Organisation, Paris

Chapters in edited books

Paris as a Brand

City Branding: Theory And Cases, K. Dinnie (Ed.), Palgrave Macmillan, 184-189

Puissance de la marque

Mba, L'Essentiel Du Management Par Les Meilleurs Professeurs, Dunod, 169-192

Quels facteurs de succès pour les marques, demain

L'Art Du Management 3, HECParis, Dunod, 355-362

Managing brands through rumors

Medium Gerücht, M. Btuhn, W. Wundernlich (Eds), Haupt Verlag, 117-155

Proceedings

L'extension de marque : implications des études et recherches in Le capital de marque : management et évaluation 1992

Actes du Séminaire IREP "La marque et ses enjeux" , 1992

L'imitation des marques : stratégie et impact des copies in Le capital de marque : management et évaluation 1992

Actes du Séminaire IREP "La marque et ses enjeux" , 1992

Effets de seuil dans la notoriété des marques

40th ESOMAR Congress , 1988 (G. LAURENT)

Thresholds in Brand Awareness

Proceedings of the 40th ESOMAR Congress , 1987 (F. Roussel, G. LAURENT)

Working papers

Education

  • Ph.D., Northwestern University, Kellogg Graduate School of Management - USA
  • DES de sciences economiques, Université Paris I Panthéon Sorbonne - France
  • Diplome Grande Ecole HEC Paris (Master Degree in Management), HEC Paris - France

Academic appointments

Academic Responsibilities at HEC

  • 2014- Emeritus Professor, Marketing HEC Paris

Scientific Activities

Membership in Academic or Professional Organisation

  • Member, American Marketing Association
  • President, Fondation pour l'Etude et l'Information sur les Rumeurs
  • Member, American Psychological Association
  • Member, Association for Consumer Research

Editorial activities

  • Membre du Comite de Redaction de la Revue Francaise de Gestion

    • Awards & honors

    • 2008 BNP Paribas Pierre Vernimmen Teaching Award
    • 2004 Tamer S. Cavusgil Award de l'American Marketing Association pour l'article "Executive Insights: Real Differences Between Local and International Brands: Strategic Implications for International Marketers", Journal of International Marketing, vol. 12, n 4, 2004
    • 1989 Prix de Harvard-Expansion : mention pour l'ouvrage "La marque", McGraw-Hill
    • 1987 Fondation HEC Prize for the article: "La sensibilite aux marques : un eclairage nouveau pour gerer la marque", Strategies, 1984
    • 1987 Fondation HEC Prize for the article: "Publicite : une revolution des methodes", Revue Francaise de Gestion, 1987
    • 1979 Grand Prix de l'Academie des Sciences Commerciales pour l'ouvrage : "Les chemins de la persuasion", Dunod, 1978