Jean-Noel KAPFERER

Emeritus Professor

Marketing

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

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.

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Scientific articles

All that glitters is not sold: selling a luxury brand outside a luxury environment

Journal of Personal Selling & Sales Management, 2022, vol. 42, n° 1, pp 26-45, (in coll. with M. DAS GYOMLAI, M. Ahearne, D. ROUZIES)

Are millennials really more sensitive to sustainable luxury? A cross-generational international comparison of sustainability consciousness when buying luxury

Journal of Brand Management, January 2020, vol. 27, n° 1, pp 35-47, (in coll. with A. MICHAUT)

Are Millennials really redefining luxury? A cross-generational analysis of perceptions of luxury from six countries

Journal of Brand Strategy, Winter 2019, vol. 8, n° 3, pp 250-264, (in coll. with A. MICHAUT)

Where do consumers think luxury begins? A study of perceived minimum price for 21 luxury goods in 7 countries

Alliance Journal of Business Research, January 2016, vol. 69, n° 1, pp 332-340, (in coll. with G. LAURENT)

The future of luxury: Challenges and opportunities

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

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)

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)

The artification of luxury: From artisans to artists

Business Horizons, december, 2 2014, vol. 57, n° 3, pp 371-380,

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)

Abundant rarity: The key to luxury growth

Business Horizons, September 2012, vol. 55, n° 5, pp 453-462,

Books

Luxe

Nouveaux challenges, nouveaux challengers- Eyrolles 2016

The Future of Branding

SAGE Publications 2016 (in coll. with ET AL. )

Kapferer on Luxury: How Luxury Brands Can Grow Yet Remain Rare

Kogan Page 2015

Ré-inventer les marques: La fin des marques telles que nous les connaissons

Eyrolles 2013

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

Kogan Page 2012

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

Kogan Page 2009 (in coll. with V. Bastien )

Luxe oblige

Eyrolles 2008 (in coll. with V. Bastien )

Les marques, capital de l'entreprise

Editions d'Organisation, Paris 2007

FAQ : La marque

Dunod 2006

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

Editions d'Organisation, Paris 2005

Chapters in edited books

Selecting the brand architecture to match your strategy

The Future Of Branding, Rajendra K Srivastava, Gregory Metz Thomas, SAGE Publications, 3-33

Are luxury purchasers really insensitive to sustainable development? New insight from research

&Quot;Sustainle Luxury: Managing Social And Environment Performance In Iconic Brands, Miguel Angel Gardetti, Ana LauraTorres (Eds), Greenleaf Publishing, 38 , 94-107

Le privilège de marque, le privilège d'offre

Olivier Géradon De Véra : Une Pensée Libre, M. Dietsch, Essec Publishing

Proceedings

Consumer Factors of Preference for National vs Distributors' Brands

ESOMAR Proceedings , 1996 , Berlin

Typicality assessments for mega-brands

Proceedings of the 24th EMAC Conference , 1995 , Cergy-Pontoise (G. LAURENT)

Stealing Brand Equity: Measuring Perceptual Confusion Between National Brands and 'Copycat' Own-label Products

Proceedings of ESOMAR Seminar on "Building Sucessfull Brands; the Need for an Integrated Approach" , 1994 , Prague

How global are global brands ?, in The challenge of branding today and in the future ?

Actes de la Conférence ESOMAR , 1992

Working papers

Is Luxury Compatible with Sustainable Development: the consumer viewpoint

Mimeo , 2012

Striking correlates of luxury counterfeit purchases

Mimeo , 2012

Is the luxury industry really a financier's dream?

Cahier de Recherche du Groupe HEC , 2010