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Reinventing the Brand: Can Top Brands Survive the New Market Realities?
 
 
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Reinventing the Brand: Can Top Brands Survive the New Market Realities? (Paperback)

by Jean Noel Kapferer (Author)
5.0 out of 5 stars See all reviews (2 customer reviews)
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Reinventing the Brand: Can Top Brands Survive the New Market Realities? + Building Strong Brands + The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term (New Strategic Brand Management: Creating & Sustaining Brand Equity)
Price For All Three: £55.98

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Product details

  • Paperback: 224 pages
  • Publisher: Kogan Page Ltd (1 Jul 2001)
  • Language English
  • ISBN-10: 0749435933
  • ISBN-13: 978-0749435936
  • Product Dimensions: 23.4 x 15.1 x 2 cm
  • Average Customer Review: 5.0 out of 5 stars See all reviews (2 customer reviews)
  • Amazon.co.uk Sales Rank: 622,021 in Books (See Bestsellers in Books)

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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’

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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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3 of 3 people found the following review helpful:
5.0 out of 5 stars Branding outside the comfort zone, 3 Jan 2003
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.

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5.0 out of 5 stars Very Helpful, 31 Aug 2005
By A Customer
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.
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