(Re)inventing the brand

(Re)inventing the brand

by Jean-Nowl Kapferer, Jean-Noël Kapferer, Jean-Noel Kapferer

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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and current thinking have been replete with the same simplistic models of branding, which are looking incresingly out of date.

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