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.

Author Information:

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.

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.

Kirim Resensi

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