(Re)inventing the brand: can top brands survive the new market realities?/ Jean-noël Kapferer

Published in 2001, translated from French. Marketing students would find this book useful, particularly if they are looking for case studies of European brands. The brands mentioned are: Adidas, Ariel, Décathlon, Coca-Cola, Orangina, Vache-Qui-Rit, Danone, L'Oréal, Nestlé, Nike, Nivea, Pepsi, Perrier, Peugeot, Proctor & Gamble, Unilever, Virgin, Vivendi, Volkswagen, Yoplait.


Notes/ Excerpts from the book (in bold) - Words in [ ] parenthesis are my own::

p. 59 - Advertising costs have soared but no tangible proof of the return of investment in those sums.

p. 69 - consumers are no longer the source of innovation & motivation that they once were (christensen 1999)

p. 74-77: The "service challenge"

1. Don't waste their time
2. Everything should be easy
3. Recognise that different users have different needs
4. Direct them to information at the level & amount they need
5. The internet store is open 24 hours a day
6. Allow users to communicate w other users freely on subjects of common interest
7. 'Word of mouth' publicity
   

p. 83-84: [Talks about the "truths" of the internet economy -- I found it consistent with the " Cluetrain Manifesto".]
The internet has created a culture of partipation; direct access; fast response; truth (cracks are more likely to be made known); a "me" focus (consumers expect to be treated as individuals)

p. 97 - [I learnt that the word "portrait" comes from the french words "porter" (to carry) & "trait" (characteristics). Hence, "portrait" means "to carry certain characteristics".]

p. 123 - [Examples of how successful companies empower employees to leave their personal touch. E.g. Saturn mechanics leaving their personal notes on cars they have serviced.]

p. 135 - Studies show that "(market) penetration & loyalty are correlated" - i.e. (Advertising that involve customers either at emotive or rational level, image value syst, pdt push & in-store promotion -- all still relevant). Also, "in a world increasingly dominated by the Internet, the more virtual the goods & services on offer, the greater the need to re-emphasise tangible & sensory aspects, which are necessary catalysts for gen involvement."

p. 136 - 142: [Explains "upstream & downstream" advertising].
See p.142 for pointers for implementation:

1. Brand energy must be focused downstream at contact points w customers
2. Communities must become involved at behavioural level
3. Must create public, inter-community commitment
4. Encourage & create opportunities for 'dialogue' bet communities & marketing environments in the chain of recommendations

p. 143 - "Strategic energization matrix"

p. 149 - Examples of the "Cola Wars" - Sucidial brand strategy

p. 166 - "Marketing is an experimental discipline. It is simply not possible to know all the parameters in advance."

p. 179 - rejunivation is vital for a brand to stay competitive & "prototyping" (innovate/ new pdt) is vital to rejunivation

p. 180 - brand should make the consumer look good - not the company or brand - [Libraries ought to take note.]

p. 223 - brand is built on it's determination to promote it's distinctive values & mission

(Re)inventing the brand: can top brands survive the new market realities?/ Jean-noël Kapferer
Call No.: 658.827 KAP -[BIZ] (Business Collection)