Reinventing the Brand - Softcover

KAPFERER, Jean-Noël

 
9780749435936: Reinventing the Brand
Softcover
ISBN 10: 0749435933 ISBN 13: 9780749435936
Verlag: Kogan Page, 2001

Inhaltsangabe

A discussion of the practical realities of brand management. Reinventing the Brand covers the major issues and influences that are affecting the future of brand marketing. These include: globalization; the arrival of the euro; the future role of the Internet; "third-type" distributor's brands; GM foods; and more.

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Über die Autorin bzw. den Autor

Jean-Noel Kapferer is an internationally recognized thought leader on brands and brand management. An Emeritus professor at HEC Paris, he holds a PhD from Northwestern University (USA) and is an active consultant to many European, Asian and American corporations. He is the author of 12 books, including The New Strategic Brand Management, The Luxury Strategy and Kapferer on Luxury, all published by Kogan Page.

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Part 1: A new contract for the brands of the future

1. Convergence of brand cultures

2. Unveiling the company behind the brand

3. From risk to desire: what functions for what brands?

4. The product and the brand, revisited

5. To brand or not to brand?

6. The end of local brands?

7. The age of efficiency

8. What fast moving means for consumer foods

9. The Internet challenges

Part 2: Brand practices in question

10. The tendency towards decapitalization

11. On what are you an authority?

12. Unveil all your values!

13. Aim for the critical size

14. Brand image does not equal brand usage

15. Rebuilding the lost relationship

16. Energize the value chain of your brand

17. A new perspective on the brand portfolio

18. The realities of brand extension

19. Brands and the time challenge

Part 3: The actuality of brands

20. Orangina: good value at 5 billion?

21. The future of Virgin Pulp?

22. Coca-Cola or Microsoft Drink?

23. The distributor at the heart of the company?

24. The impact of the euro: 'squashed' prices

25. Restoring consumer confidence

26. The Stock Exchange online: from company to brand

27. Luxury brands on the Internet

28. From Disneyland to Amazon: the harsh law of economics!

29. Is there room on the Internet for a 'brilliant challenger'?

30. The rise of licensing: When brands come before products

31. The radicalization of design

Conclusion: Breaking free of the herd mentality

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Verlag
Kogan Page
Erscheinungsdatum
2001
Sprache
Englisch
ISBN 10 
0749435933
ISBN 13 
9780749435936
Einband
Tapa blanda
Auflage
1
Anzahl der Seiten
240
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
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