Reinventing the brand
Rationalizing brand architecture.
Author(s): Jean-Noël Kapferer
Publisher: Kogan Page
Date of publication: 2001
Manageris opinion
In this book, Jean-Noël Kapferer, the internationally recognized French brand expert, analyzes the growing role of super brands designed to cover a range of products. He also shares many useful observations and tips on how to adapt brand policy to today's new economic and competitive imperatives.