Title:
(Re)inventing the brand : can top brands survive the new market realities?
Author:
Kapferer, Jean-Noël.
ISBN:
9780749435936
Personal Author:
Uniform Title:
Re-marques. English
Publication Information:
London ; Milford, Ct. : Kogan Page, 2001.
Physical Description:
vi, 234 pages ; 24 cm
General Note:
Originally published in French: Paris : Editions d'organisation, 2000.
Abstract:
Are the 'classical' rules of brand management obsolete? These rules were created over 50 years ago in the United States under very different market conditions and realities. Since then, textbooks and current thinking have been replete with the same simplistic models of branding, which are looking incresingly out of date.