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Advanced Brand Management Managing Brands in a Changing World

ISBN-10: 0470824492

ISBN-13: 9780470824498

Edition: 2nd 2009

Authors: Paul Temporal

List price: $49.95
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Description:

Advanced Brand Management: From Vision to Valuation has been specifically for anyone who wants to know how to manage the most valuable assets in the business world - brands. In this revised edition, Paul Temporal, one of the world's leading brand experts, presents a complete guide on developing and managing sophisticated strategies that will ensure sustainable brand value. Dr. Temporal gives answers to the many questions that are often asked, covering vital issues such as, How to gain valuable consumer insights How companies use emotion to secure brand success The differences and similarities between B2B and B2C branding How to create a brand vision How companies create power brand strategies What positioning strategies bring outstanding results How to look at and solve brand architecture challenges What to consider in extending, revitalizing, re-positioning and deleting brands, including co-branding How to build a brand culture, engage employees and carry out internal branding How to create a total communications strategy, including Corporate Social Responsibility (CSR) How to build a brand on the Internet Critical issues in brand management and the role of speed, agility and innovation How to structure brand guardianship and management How to track brand success and areas for improvementWhether you are in control of an established company, starting up a new one, or have responsibility for a brand in any industry or sector, this book is a great investment. More than 25 case studies play their part in delivering a practical approach to the topics, helping you learn from the good and not-so-good international brand management initiatives. Revised and updated, the cases include: Google YouTube, MySpace and Facebook Zara Caterpillar Intel LVMH Yahoo Unilever Hallmark Dubai Aluminium LG and Samsung Dell HSBC Philips Starbucks United Overseas Bank Apple Lenovo The Obama-Clinton brand battle Plus moreThis stimulating book also features a brand management toolkit where you will find an invaluable collection of questions, exercises and notes culled from Dr Temporal's wealth of experience. The toolkit will provide you with your own personal consultancy checklists and support to improve and secure your brand equity. This and the rest of the chapters complete the most indispensable and practical book on brand management ever written.
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Book details

List price: $49.95
Edition: 2nd
Copyright year: 2009
Publisher: John Wiley & Sons (Asia) Pte Ltd Pacific
Publication date: 12/28/2009
Binding: Hardcover
Pages: 256
Size: 6.30" wide x 9.30" long x 1.30" tall
Weight: 1.760
Language: English

Acknowledgments
Preface
Introduction
The Changing Roles of Brand Management
Thung Kula Farm: From Commodity Product to Premium Brand
Building a Brand Strategy
Hallmark Inc.: The Business of the Hallmark Brand-A Paradigm Shift in Thinking
Unilever Malaysia: Romancing the Customer
Land Rover: Turning Rational Attributes into an Emotional Brand Personality
Absolut Vodka: A Brand Built on a Powerful Personality
Apple: Creating Appeal, Desire, and Trust
Zara: For Fast Fashion Fans
Samsung: Speed, Innovation, and More Choice for Customers
Positioning and Brand Management
Innocent Drinks: Ethics and Social Responsibility Can Mix with Fun
Nike: Multi-Positioning Strategies
LG Electronics (LG): "Life's Good"
Haier: Positioning an Asian Brand in a Sophisticated Western Market: Those Who Dare Wins?
Brand Architecture
Raffles International: Master Branding Endorsement
Sony and Ericsson: A Winning Partnership?
Marriott International Inc.: Acquisitions and the Problem of Brand Fit
Carrefour SA (France) Versus Ahold NV (Holland): Mergers and Acquisitions-Global versus Product Naming
M�et Hennessy Louis Vuitton Group (LVMH): The House of Luxury Brands
Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion
Caterpillar INC.: An Example of Successful Brand Extension
Wrigley: Gum Does Stretch!
Tar Diet Soda: The Customer Lifeline
Mazda: The Revitalization of a Brand
Oldsmobile: The Final Parking Lot
Total Communications for Brand Management
Hello Kitty: Damage Limitation: Quick Response
McDonald's: Damage Limitation: Slow Response
Singapore Airlines: Thrust into Disaster-PR in Action
Malaysia Airlines: Analysis of Advertising Copy for Perceived Brand Personality
Chivas Regal: "Live with Chivalry"
Procter & Gamble: Cross-Cultural Insights Shape Brand Communications
Relationship Management, Relationship Brands, and the New Digital World
MTV: Will Internet Kill the Video Star?
Facebook: See You There!
Myspace: A Site That Needs to Reinvent Itself
Twitter: A Simple Idea Really Soars
Building Brand Obama: Using Online and Offline Strategies
Google: "Never Settle for the Best"
"Long Live the Brand!": Creating a Brand Culture
The Virgin Group: Let's Have Some Fun!
Intel Corporation: Training for Maximum Brand Performance
Philips: Brand Philosophy: Making Brand Guardianship Happen
Opus International Group PLC: Branding Means Commitment and Total Change
ACER: Model of Brand Anatomy and Management
Measuring Brand Success: Market Research and Brand Valuation
LLOYDS TSB: Tagging Customers for Increased Profitability and Satisfaction
DIAGEO: Performance Tracking
Conclusion
Appendix: Your Brand Management Toolkit
Index