Although there is no shortage of books on the theory of brand management, very few deal with the practical realities of putting that theory into practice. Reinventing the Brand is a fast-paced discussion of the major issues and influences that are affecting the future of brand marketing. These include: globalization, the arrival of the euro, the future role of the internet, the rise of Carrefour-Promodes and Wal Mart, 'third-type' distributor's brands, BSE, GM Foods and so on. This inspirational and original title is written by Kapferer, one of the most respected authorities in the field.