- Paperback: 240 pages
- Publisher: Kogan Page (1 July 2001)
- Language English
- ISBN-10: 0749435933
- ISBN-13: 978-0749435936
- Product Dimensions: 1.9 x 15.2 x 22.9 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
- Amazon Bestsellers Rank: 825,592 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Review
"After reading Kapferer's book, you'll never again think of a brand as just a name. Several new exciting ideas and perspectives on brand building are offered that have been absent from our literature." -- Philip Kotler, Northwestern University
Daily Telegraph
‘An authoritative analysis about establishing an identity and exploring it’
Inside This Book
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Customer Reviews
Most Helpful Customer Reviews
3 of 3 people found the following review helpful
While most marketing guru's and branding experts still push one-size-fits-all theories, Kapferer in Reinventing the Brand has the courage to question general branding models.
This book should be read as a supplement to Kapferer's standard work Strategic Brand Management, is my opinion. It is a collection of essays, a bundle of insightfull observations and ideas.
Reinventing the Brand does not offer quick fixes for brand burnout. No marketing bypass for cluttered media and distribution challenges. Kapferer urges branding professionals to think about real vitalization of their brands.
Is Strategic Brand Management required reading to understand the basics of branding; Reinventing the Brand is the mint afterwards. Its break-free message is refreshing.
As a design student writing a dissertation upon branding this book is invaluable. It covers all the areas many of us know already, but takes a deeper look and then explores how companies and brands should evolve in this tough economic climate.
Packed full of examples its really helps you understand the concepts being explained.
Packed full of examples its really helps you understand the concepts being explained.
Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
3 reviews
4 of 4 people found the following review helpful
A Milestone Beyond the Basics
6 Nov 2001
Amazon Verified Purchase
After reading many recent books on branding and enjoying them immensely, I encounted a milestone in Reinventing the Brand. Jean-Noel Kapferer is an original, penetrating, self-confident authority with international scope. He has sifted through boatloads of received wisdom and common knoweldge and corrected their deficiencies with speed and savvy. He is judicious and balanced in his explanations of how to create a truly superior brand for our times.
The book consists of 31 essays, each one a gem of insight and experience. I often found myself comparing what he wrote to what I had read elsewhere--or experienced personally--and found him many steps ahead. Reinventing the Brand is a lot of FUN when you're able to follow these connections!
You'll get more out of the book if you're beyond the basics. Kapferer doesn't spend much time explaining concepts that others have explored previously. But he is exquisitely direct and convincing when showing how to make better use of those good but imperfect ideas that tend to cloud your vision.
2 of 3 people found the following review helpful
One of my best Investments
14 Nov 2001
In several ways I think that (we) marketing people and advertising people in particular are conservative people. Or maybe I should say not very open to change, not very open to adjust, not very open to listen. It's more inside-out than outside-in. Therefore I think that "(Re)inventing the brand - the new realities of branding" is a MUST for everybody working in or with the advertising industry. It requires, however, an open mind and willingness to reconsider traditional thinking and practice. The book is like a good novel - hard to put away before the last page. And I think the one chapter "Energize the value chain of your brand" in itself makes the book one I my best investments.
Egil Braathe, MBA
Partner & Advisor; Movement Research & Consulting
Egil Braathe, MBA
Partner & Advisor; Movement Research & Consulting
Marketing students would find this useful
1 Jan 2005
Marketing students would find this book useful, particularly if they are looking for case studies of European brands. The brands mentioned are: Adidas, Ariel, Décathlon, Coca-Cola, Orangina, Vache-Qui-Rit, Danone, L'Oréal, Nestlé, Nike, Nivea, Pepsi, Perrier, Peugeot, Proctor & Gamble, Unilever, Virgin, Vivendi, Volkswagen, Yoplait.
Overall, I found the book somewhat useful. Now when I go shopping with my wife, I look at the brands and I better appreciate what goes into marketing those brands and products.
Admittedly, my aim in reading the book was to learn more about how to reinvent a brand, but the book does not really tell me how to do it in detailed steps. Of course, that wasn't it's primary focus in the first place.
Overall, I found the book somewhat useful. Now when I go shopping with my wife, I look at the brands and I better appreciate what goes into marketing those brands and products.
Admittedly, my aim in reading the book was to learn more about how to reinvent a brand, but the book does not really tell me how to do it in detailed steps. Of course, that wasn't it's primary focus in the first place.
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