(Re)inventing the brand : can top brands survive the new market realities?
著者
書誌事項
(Re)inventing the brand : can top brands survive the new market realities?
Kogan Page, 2001
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注記
Includes bibliographical references (p. 225-226) and index
内容説明・目次
内容説明
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 Since then,textbooks and thinking have maintained the same simplistic models of branding and are looking increasingly out of date. The realities governing global and national markets have changed, creating a fantastic challenge for top brands to embrace, these include: mega-distribution power, new consumer power bolstered by the internet, new unconventional Internet competition, consumer fragmentation, media fragmentation, the revolution of the euro, the rise of local identities in reaction to globalization forces, and finally the "trust fallout" following the BSE crisis. In this discussion, Jean-Noel Kapferer examines these major issues and influences that are affecting the future of band management and shows us what is already at work in advanced companies worldwide. This title comprises over 30 accessible essays, all addressing key issues to 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. Topics covered include: Beyond brand positioning shouldn't we speak more of brand mission?; Isn't time to forget about product brands and build dynamic branding architectures?; It is time to admit that brand extension is a necessity?; Shouldn't we stop opposing the corporate and the brand?; Should we really stop thinking about local brands? Brand image does not lead enough to brand usage - shouldn't we redefine brand leadership itself? What are the winning brand portfolios of the future?
目次
Preface: A new reality for a new millennium 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 index
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