Reinventing the Brand: Can Top Brands Survive the New Market Realities? Paperback – 7 Jan 2001
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'An authoritative analysis about establishing an identity and exploring it -- Daily Telegraph
'The best book on brands yet. It is an invaluable reference for designers, marketing and brand managers -- Design Magazine
An authoritative analysis about establishing an identity and exploring it -- Daily Telegraph
The best book on brands yet. It is an invaluable reference for designers, marketing and brand managers -- Design Magazine
...useful insights into brand strategy and management. Kapferer provides a holistic overview of the marketing industry and market researchs place within it. -- Research, Official Publication of the Market Research Society
A fast-paced look at the new realities of brand management. -- Marketing
A must-read if you are a brand owner. -- Marketing
From the Publisher
After reading Kapferers book, youll 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
A real thought provoker for marketing and business people. Strategic Brand Management is an essential tool to develop strong marketing strategy
P Desaulles, Vice President, Du Pont de Nemours Europe
In the sports business, branding has become complex. This book is very useful at CEO level
J F Gautier, President and CEO, Salmon Worldwide
Top customer reviews
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.
Packed full of examples its really helps you understand the concepts being explained.
Most helpful customer reviews on Amazon.com
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.
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.
Egil Braathe, MBA
Partner & Advisor; Movement Research & Consulting
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