(Re)inventing the brand : can top brands survive the new market realities /
Reinventing the brand
Jean-Noël Kapferer.
- vi, 234 pages ; 24 cm
Originally published in French: Paris : Editions d'organisation, 2000.
Includes bibliographical references (pages 225-226) and index.
Preface: The new realities of branding -- A new contract for the brands of the future. Convergence of brand cultures. Unveiling the company behind the brand. From risk to desire: what functions for what brands? The product and the brand, revisited. To brand or not to brand? The end of local brands? The age of efficiency. What fast-moving means for consumer goods. The Internet challenges -- Brand practices in question. The tendency towards decapitalization. So where is your brand strong? Unveil all your values! Aim for the critical size. Brand image does not equal brand usage. Rebuilding the lost relationship. Energize the value chain of your brand. A new perspective on the brand portfolio. The realities of brand extension. Brands and the time challenge -- The actuality of brands. Orangina: good value at one billion dollars? The future of Virgin Pulp. Coca-Cola or Micro-Soft Drink? The distributor at the heart of the organization? The impact of the euro: 'squashed' prices. Restoring consumer confidence. The Stock Exchange online: from company to brand. Luxury brands on the Internet. From Disneyland to Amazon.com: the harsh laws of economics! Is there room on the Internet for a 'brilliant challenger'? The rise of licensing: when brands come before products. The radicalization of design. Pt. 1. 1. 2. 3. 4. 5. 6. 7. 8. 9. Pt. 2. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. Pt. 3. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31.
"Jean-Noel Kapferer examines the major issues and influences that are affecting the future of brand management and shows us what is already at work in advanced companies worldwide." "This title comprises over 30 essays, all addressing key issues that will stimulate and challenge the reader. Reinventing the Brand questions the basics of current brand thinking and explores the possible future for brands and brand management."--BOOK JACKET.