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Nominated for the FNAC-Arthur Andersen Trophy for Best Business Book of the Year.
- Sales Rank: #4251148 in Books
- Brand: Brand: Kogan Page
- Published on: 2001-08-01
- Original language: English
- Number of items: 1
- Dimensions: 9.20" h x .78" w x 5.96" l, .81 pounds
- Binding: Paperback
- 234 pages
- Used Book in Good Condition
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.
About the Author
Jean-No�l Kapferer is an expert on brand management. His book The New Strategic Brand Management (published by Kogan Page) is a key reference work for MBA programs worldwide. � He holds the Pernod-Ricard Chair on Prestige and Luxury Management at HEC Paris. � Also a consultant, he is a member of the board of a major luxury brand, and he frequently gives executive seminars on luxury in China, the US, Japan, Korea and India.
Most helpful customer reviews
0 of 0 people found the following review helpful.
This is a useful book for building brands in the 21st century where ...
By James Scott Talgo
This is a useful book for building brands in the 21st century where brand strategy and business strategy must work together to simultaneously manage continuity and innovative change. Kapferer has a unique ability to weave advanced concepts, useful methods, and tangible examples together in a easy to read style. The book also paves the way for his more recent publication which defines The New Strategic Brand Management. In my opinion these are both "must reads" for serious brand strategists.
4 of 4 people found the following review helpful.
A Milestone Beyond the Basics
By Robert S. Becker
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.
0 of 0 people found the following review helpful.
Marketing students would find this useful
By RamblingLibrarian
Marketing students would find this book useful, particularly if they are looking for case studies of European brands. The brands mentioned are: Adidas, Ariel, D�cathlon, Coca-Cola, Orangina, Vache-Qui-Rit, Danone, L'Or�al, Nestl�, 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.
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