[Re]inventing the brand

Can top brands survive the new market realities ?

Jean-Noël Kapferer

234 pages, parution le 01/08/2001

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Résumé

'Best book of the year on brands'
Prodimarques, The Association for the Advancement and Promotion of Brand Management
‘The best book on brands yet. It is an invaluable reference for designers, marketing and brand managers'
Design Magazine
‘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
‘An authoritative analysis about establishing an identity and exploring it'
Daily Telegraph

Nominated for the Fnac-Arthur Andersen Trophy for Best Business Book of the Year.
Are the ‘classical' rules of brand management obsolete? These rules were created over fifty years ago in the United States under very different market conditions and realities. Since then, textbooks and current thinking are replete with the same simplistic models of branding which are looking increasingly out of date.
The realities governing global and national markets have changed, creating a fantastic challenge for top brands to embrace, these include: mega-distribution power, new consumer power bolstered by the internet, new unconventional Internet competition, consumer fragmentation, media fragmentation, the revolution of the euro, the rise of local identities in reaction to globalization forces, and finally the ‘trust fallout' following the BSE crisis.
In this fast-paced discussion, Jean-Noël Kapferer examines these major issues and influences that are affecting the future of band management and shows us what is already at work in advanced companies worldwide.

Contents

Preface
A new contract for the brands of the future
Brand practices in question
The actuality of brands
References
Index

L'auteur - Jean-Noël Kapferer

Chef de file depuis vingt ans de la réflexion sur les marques et leur management, Jean-Noël Kapferer est l'expert français des marques. Il est aussi reconnu internationalement pour ses réflexions sur la spécificité du management du luxe, co-auteur de Luxe Oblige, l'ouvrage de référence des dirigeants du luxe, traduit en anglais (The Luxury Strategy), chinois, coréen, japonais et italien. Diplômé HEC, Ph.D Kellogg Business School (USA), éditeur honoraire du Luxury Research Journal, il conduit activement ses recherches sur les mutations du luxe et son management, au sein d'Inseec

Luxury. Animant séminaires et conférences auprès des entreprises, il enseigne le luxe partout dans le monde (HEC, Tsinghua University Beijing, Luxury Business Institute China, Séoul,...).

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Kogan Page
Auteur(s)	Jean-Noël Kapferer
Parution	01/08/2001
Nb. de pages	234
Format	15 x 23,5
Couverture	Broché
Poids	365g
Intérieur	Noir et Blanc
EAN13	9780749435936
ISBN13	978-0-7494-3593-6