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3 of 3 people found the following review helpful
on 3 January 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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on 31 August 2005
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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