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035 _a(ATU)b10563854
035 _a(OCoLC)46650286
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041 1 _aeng
_hfre
050 1 4 _aHD69.B7
_bK36813 2001
082 0 4 _a658.827
_221
100 1 _aKapferer, Jean-Noël,
_eauthor.
_91185827
240 1 0 _aRe-marques.
_lEnglish
245 1 0 _a(Re)inventing the brand :
_bcan top brands survive the new market realities /
_cJean-Noël Kapferer.
246 3 _aReinventing the brand
264 1 _aLondon ;
_aMilford, Ct. :
_bKogan Page,
_c2001.
300 _avi, 234 pages ;
_c24 cm
336 _atext
_btxt
_2rdacontent
337 _aunmediated
_bn
_2rdamedia
338 _avolume
_bnc
_2rdacarrier
500 _aOriginally published in French: Paris : Editions d'organisation, 2000.
504 _aIncludes bibliographical references (pages 225-226) and index.
505 0 0 _tPreface: The new realities of branding --
_gPt. 1.
_tA new contract for the brands of the future.
_g1.
_tConvergence of brand cultures.
_g2.
_tUnveiling the company behind the brand.
_g3.
_tFrom risk to desire: what functions for what brands?
_g4.
_tThe product and the brand, revisited.
_g5.
_tTo brand or not to brand?
_g6.
_tThe end of local brands?
_g7.
_tThe age of efficiency.
_g8.
_tWhat fast-moving means for consumer goods.
_g9.
_tThe Internet challenges --
_gPt. 2.
_tBrand practices in question.
_g10.
_tThe tendency towards decapitalization.
_g11.
_tSo where is your brand strong?
_g12.
_tUnveil all your values!
_g13.
_tAim for the critical size.
_g14.
_tBrand image does not equal brand usage.
_g15.
_tRebuilding the lost relationship.
_g16.
_tEnergize the value chain of your brand.
_g17.
_tA new perspective on the brand portfolio.
_g18.
_tThe realities of brand extension.
_g19.
_tBrands and the time challenge --
_gPt. 3.
_tThe actuality of brands.
_g20.
_tOrangina: good value at one billion dollars?
_g21.
_tThe future of Virgin Pulp.
_g22.
_tCoca-Cola or Micro-Soft Drink?
_g23.
_tThe distributor at the heart of the organization?
_g24.
_tThe impact of the euro: 'squashed' prices.
_g25.
_tRestoring consumer confidence.
_g26.
_tThe Stock Exchange online: from company to brand.
_g27.
_tLuxury brands on the Internet.
_g28.
_tFrom Disneyland to Amazon.com: the harsh laws of economics!
_g29.
_tIs there room on the Internet for a 'brilliant challenger'?
_g30.
_tThe rise of licensing: when brands come before products.
_g31.
_tThe radicalization of design.
520 1 _a"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.
546 _aTranslated from the French.
588 _aMachine converted from AACR2 source record.
650 0 _aProduct management.
_9322791
650 0 _aBrand name products.
_9314783
907 _a.b10563854
_b11-05-18
_c27-10-15
942 _cB
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