Reinventing the brand

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.

See also