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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 Since then,textbooks and thinking have maintained the same simplistic models of branding and are looking increasingly out of date.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?

Preface: The new realities of branding p. v
Part 1 A new contract for the brands of the future p. 1
1. Convergence of brand cultures p. 3
2. Unveiling the company behind the brand p. 9
3. From risk to desire: what functions for what brands? p. 21
4. The product and the brand, revisited p. 31
5. To brand or not to brand? p. 41
6. The end of local brands? p. 48
7. The age of efficiency p. 59
8. What fast-moving means for consumer goods p. 67
9. The Internet challenges p. 73
Part 2 Brand practices in question p. 87
10. The tendency towards decapitalization p. 89
11. So where is your brand strong? p. 96
12. Unveil all your values! p. 100
13. Aim for the critical size p. 104
14. Brand image does not equal brand usage p. 112
15. Rebuilding the lost relationship p. 122
16. Energize the value chain of your brand p. 132
17. A new perspective on the brand portfolio p. 144
18. The realities of brand extension p. 154
19. Brands and the time challenge p. 168
Part 3 The actuality of brands p. 183
20. Orangina: good value at one billion dollars? p. 185
21. The future of Virgin Pulp p. 187
22. Coca-Cola or Micro-Soft Drink? p. 189
23. The distributor at the heart of the organization? p. 191
24. The impact of the euro: 'squashed' prices p. 193
25. Restoring consumer confidence p. 195
26. The Stock Exchange online: from company to brand p. 198
27. Luxury brands on the Internet p. 201
28. From Disneyland to Amazon.com: the harsh laws of economics! p. 204
29. Is there room on the Internet for a 'brilliant challenger'? p. 207
30. The rise of licensing: when brands come before products p. 210
31. The radicalization of design p. 217
Conclusion: breaking free of the herd mentality p. 221
References p. 225
Index p. 227
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