Cookies on oxfam

We use cookies to ensure that you have the best experience on our website. If you continue browsing, we’ll assume that you are happy to receive all our cookies. You can change your cookie settings at any time. Find out more Accept

  • Grows vegetables
  • Fills classrooms
  • Drills wells
  • Empowers women
  • Fights poverty
  • Free Uk delivery on all gifts
    Or you can add a donation at checkout
  • Personalise your gift at checkout
    Add a personal message, ecard or card front
  • Add a 'Little Extra' at checkout
    Add-on gifts available (including chocolate!)

Feedback

Free returns

-

£3.95 UK delivery

-

All profits fight poverty

Keep up with Oxfam's Online Shop

Subscribe to our newsletter for all our latest updates, offers and promotions.

sign up to newsletter
© 2015. Oxfam is a registered charity in England and Wales (no 202918) and Scotland (SC039042). Oxfam GB is a member of Oxfam International.

(Re)inventing the brand

£3.99

Product description

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 Since then,textbooks and thinking have maintained the same simplistic models of branding and are looking increasingly out of date.;The realities governing global and national markets have changed, creating a fantastic challenge for top brands to embrace, these include: mega-distribution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?

Item details

Condition:
Used: good
Format:
Paperback
ISBN-10:
0749435933
ISBN-13:
9780749435936
Publisher:
Kogan Page

Standard UK Delivery (£3.95 per order)

Ts and Cs
Delivery FAQs

Free returns

within 28 days.
Returns policy

About this item

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?

Condition:
Used: good
Format:
Paperback
ISBN-10:
0749435933
ISBN-13:
9780749435936
Publisher:
Kogan Page

Delivery & returns

This item will be dispatched to UK addresses via second class post within 2 working days of receipt of your order. Standard UK delivery is Standard UK delivery is £3.95 per order, so you're only charged once no matter how many items you have in your basket. Any additional courier charges will be applied at checkout as they vary depending on delivery address.

This item will be dispatched to UK addresses via second class post within 2 working days of receipt of your order. Standard UK delivery is currently free no matter how many items you have in your basket. Any additional courier charges will be applied at checkout as they vary depending on delivery address.

You can find out more about delivery and returns in our help section.

We offer a no quibble returns policy as follows:

Wedding dresses: 14 days

Overseas returns: 31 days

Everything else: 28 days



Volunteer listed

Wonder how this unique item ended up online?

Most of the second-hand items you see online have been donated, by supporters like you, to our high street stores. Each item is then priced, photographed and listed on this site by our amazing team of volunteers from across the country.

After you have bought your item, our team of volunteers package and dispatch it from the Shop straight to you or your chosen recipient.

All profits from the sales of our goods go towards funding Oxfam's work around the world. We rely on your donations to sell online so please keep the cycle of goodness going!

To find out more about volunteering with Oxfam, please visit our how to volunteer page.

Oxfam Bookshop Cheltenham

Oxfam is the UK's largest second hand bookseller. Oxfam bookshops offer a wider selection of books than most shops, from modern fiction and leisure interest to more specialist subjects, classics, and rare or collectable books. We also sell a good selection of Fairtrade food and greetings cards. Come and browse!

View Shop