Advanced Brand Management: Managing Brands in a Changing World

Overview

Advanced Brand Management: Managing Brands in a Changing World (Second Edition) is a complete guide to managing the most valuable assets in the business world—brands. In this exciting second edition, Paul Temporal, a world-renowned brand expert, explains how to develop and manage sophisticated strategies that will ensure sustainable brand ...

See more details below
Hardcover
$43.01
BN.com price
(Save 6%)$46.00 List Price
Other sellers (Hardcover)
  • All (15) from $6.50   
  • New (8) from $18.97   
  • Used (7) from $6.50   

Overview

Advanced Brand Management: Managing Brands in a Changing World (Second Edition) is a complete guide to managing the most valuable assets in the business world—brands. In this exciting second edition, Paul Temporal, a world-renowned brand expert, explains how to develop and manage sophisticated strategies that will ensure sustainable brand value. Dr. Temporal addresses issues such as:

  • How to gain and use valuable consumer insights
  • How to use emotion to secure brand success
  • How to create a brand vision
  • How to create a power brand strategy
  • How to develop positioning strategies that bring outstanding results
  • How to respond to brand architecture challenges
  • What to consider in extending, revitalizing, repositioning, and deleting brands
  • How to build a brand culture, engage employees, and carry out internal branding
  • How to create a total communications strategy
  • How to address 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

More than 40 case studies, including both successful and unsuccessful international brand management initiatives, illustrate practical applications of the topics covered. New cases include:

  • Google
  • Twitter
  • MySpace
  • Facebook
  • Zara
  • Opus
  • Chivas Regal
  • MTV
  • P&G
  • Coca-Cola
  • Absolut
  • Nike
  • LG
  • Apple
  • The Obama presidential campaign

Plus more…

This stimulating book also features a brand management toolkit—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, helping to improve and secure your brand equity.

Whether you are in control of an established company, starting up a new one, or have responsibility for a brand in a particular industry or sector, Advanced Brand Management is an indispensable resource.

Read More Show Less

What People Are Saying

From the Publisher
Paul Temporal has written a remarkably insightful book on how to build strong brands. He addresses every issue in brand management with sound theories and marvelous examples. This is one of the best books on brand management to help any company build powerful  brands.
Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University

Those building and managing brand assets will find the issues facing them addressed in Advanced Brand Management with clarity, insight, and an easy-to-read style. Chock full of case studies, I especially found useful and stimulating, the author's willingness to offer critical judgments of brand decisions.
David Aaker, Vice Chairman, Prophet, and Author, Brand Leadership and Building Strong Brands

Paul Temporal's new book is interesting, entertaining, well-written, and loaded with everything you need to know to manage a brand. What more could you want? Read it!
Al Ries, Chairman, Ries & Ries, and Co-author, The 22 Immutable Laws of Branding

Brands in Asia are a paradox. Everyone believes in them, but the ability to create them often lags far behind. To those who imagine that branding is just a passing fashion, this book is a powerful corrective. Paul Temporal describes in magisterial detail the philosophy, but above all, the practice of branding. As such, it is a vital tool for all those who believe that Asia's future lies in strategic solutions.
Miles Young, Chief Executive Officer, Ogilvy & Mather Worldwide

Read More Show Less

Product Details

  • ISBN-13: 9780470824498
  • Publisher: Wiley
  • Publication date: 3/15/2010
  • Edition number: 2
  • Pages: 350
  • Sales rank: 481,836
  • Product dimensions: 6.30 (w) x 9.10 (h) x 1.20 (d)

Meet the Author

Dr. Paul Temporal is Asia's leading global expert on brand strategy and management. He has over 25 years of experience in consulting and training, and is a much sought after speaker. He has consulted for many of the top corporations and governments in Asia and across the world, and is well known for his practical and results-oriented approach. He is an Associate Fellow at the University of Oxford's Said Business School and Green Templeton College, as well as a Visiting Professor in Marketing at Shanghai Jiao Tong University, China. Dr. Temporal has published numerous bestselling books, including Branding in Asia, Romancing the Customer, Hi-Tech Hi-Touch Branding, Asia's Star Brands, and The Branding of MTV. He can be contacted at www.temporalbrand.com.

Read More Show Less

Table of Contents

Acknowledgments.

Preface.

Introduction.

1 The Changing Roles of Brand Management.

THUNG KULA FARM: From Commodity Product to Premium Brand.

2 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.

3 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?

4 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.

MÖET HENNESSY LOUIS VUITTON GROUP (LVMH): The House of Luxury Brands.

5 Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion.

CATERPILLAR INC.: An Example of Successful Brand Extension.

WRIGLEY: Gum Does Stretch!

TAB DIET SODA: The Customer Lifeline.

MAZDA: The Revitalization of a Brand.

OLDSMOBILE: The Final Parking Lot.

6 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.

7 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".

8 "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.

9 Measuring Brand Success: Market Research and Brand Valuation.

LLOYDS TSB: Tagging Customers for Increased Profitability and Satisfaction.

DIAGEO: Performance Tracking.

10 Conclusion.

Appendix: Your Brand Management Toolkit.

Index.

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)