Brands and the Challenge of Time

The article is adopted from Jean-Noel Kapferer's book entitled 'Reinventing the Brand' He argues that brands are paradoxical - on the one hand they must be they must be consistent and on the other must be able to adapt to constantly changing market.

Brands and the Challenge of Time1

Jean-Nol Kapferer HEC School of Marketing, Paris

In most companies, brand portfolios consist of some new brands and some longer-established not to say older brands. Although the latter are not generally renowned for...