Reinventing the Brand [Paperback]

Jean-Noel Kapferer (Author)

Book Description

ISBN-10: 0749435933 | ISBN-13: 978-0749435936 | Publication Date: October 1, 2001

Nominated for the FNAC-Arthur Andersen Trophy for Best Business Book of the Year.

Editorial Reviews

Review

"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

From the Publisher

Jean-Noel Kapferer is an internationally recognized authority on brands and brand management. A professor of marketing strategy at HEC School of Management in France, he holds a PhD from Northwestern University and is an active consultant to many European and US corporations. He is also the author of six books on branding, advertising and communication.

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Product Details

• Paperback: 224 pages
• Publisher: Kogan Page (October 1, 2001)
• Language: English
• ISBN-10: 0749435933
• ISBN-13: 978-0749435936
• Product Dimensions: 0.8 x 6 x 9 inches
• Shipping Weight: 13 ounces (View shipping rates and policies)
• Average Customer Review: 4.0 out of 5 stars  See all reviews (3 customer reviews)
• Amazon Best Sellers Rank: #2,373,832 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

4 of 4 people found the following review helpful:

5.0 out of 5 stars A Milestone Beyond the Basics, November 5, 2001

By 

Robert S. Becker (Decatur, Georgia USA) - See all my reviews
(REAL NAME)   

Amazon Verified Purchase

This review is from: Reinventing the Brand (Paperback)

After reading many recent books on branding and enjoying them immensely, I encounted a milestone in Reinventing the Brand. Jean-Noel Kapferer is an original, penetrating, self-confident authority with international scope. He has sifted through boatloads of received wisdom and common knoweldge and corrected their deficiencies with speed and savvy. He is judicious and balanced in his explanations of how to create a truly superior brand for our times.

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.

2 of 3 people found the following review helpful:

5.0 out of 5 stars One of my best Investments, November 14, 2001

By 

Egil Braathe (Sweden) - See all my reviews

This review is from: Reinventing the Brand (Paperback)

In several ways I think that (we) marketing people and advertising people in particular are conservative people. Or maybe I should say not very open to change, not very open to adjust, not very open to listen. It's more inside-out than outside-in. Therefore I think that "(Re)inventing the brand - the new realities of branding" is a MUST for everybody working in or with the advertising industry. It requires, however, an open mind and willingness to reconsider traditional thinking and practice. The book is like a good novel - hard to put away before the last page. And I think the one chapter "Energize the value chain of your brand" in itself makes the book one I my best investments.
Egil Braathe, MBA
Partner & Advisor; Movement Research & Consulting

2.0 out of 5 stars Marketing students would find this useful, January 1, 2005

By 

RamblingLibrarian (Singapore) - See all my reviews

This review is from: Reinventing the Brand (Paperback)

Marketing students would find this book useful, particularly if they are looking for case studies of European brands. The brands mentioned are: Adidas, Ariel, Décathlon, Coca-Cola, Orangina, Vache-Qui-Rit, Danone, L'Oréal, Nestlé, Nike, Nivea, Pepsi, Perrier, Peugeot, Proctor & Gamble, Unilever, Virgin, Vivendi, Volkswagen, Yoplait.

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.