Advanced Brand Management: Managing Brands in a Changing World

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9780470824498: Advanced Brand Management: Managing Brands in a Changing World
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Paul Temporal has written a remarkably insightful book on how tobuild strong brands. he addresses every issue in brand managementwith sound theories and marvelous examples. This is one of the bestbooks on brand management to help any company build powerfulbrands. - Philip Kotler

Those building and managing brand assets will find the issuesfacing them addressed in Advanced Brand Management with clarity,insight, and an easy-to-read style. Chock full of case studies, Iespecially found useful and stimulating, the author's willingnessto offer critical judgments of brand decisions. - DavidAaker

Paul Temporal's new book is interesting, entertaining,well-written, and loaded with everything you need to know to managea brand. What more could you want? Read it! - Al Ries

Brands in Asia are a paradox. Everyone believes in them, but theability to create them often lags far behind. To those who imaginethat branding is just a passing fashion, this book is a powerfulcorrective. Paul Temporal describes in magisterial detail thephilosophy, but above all, the practice of branding. As such, it isa vital tool for all those who believe that Asia's future lies instrategic solutions. - Miles Young

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From the Inside Flap:

Advanced Brand Management: Managing Brands in a Changing World(Second Edition) is a complete guide to managing the mostvaluable assets in the business world--brands. In this excitingsecond edition, Paul Temporal, a world-renowned brand expert,explains how to develop and manage sophisticated strategies thatwill ensure sustainable brand value. Dr. Temporal addresses issuessuch 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 outstandingresults
  • 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 outinternal branding
  • How to create a total communications strategy
  • How to address critical issues in brand management, and therole 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 andunsuccessful international brand management initiatives, illustratepractical applications of the topics covered. New casesinclude:

  • 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 managementtoolkit--an invaluable collection of questions, exercises, andnotes culled from Dr. Temporal's wealth of experience. The toolkitwill provide you with your own personal consultancy checklists andsupport, helping to improve and secure your brand equity.

Whether you are in control of an established company, startingup a new one, or have responsibility for a brand in a particularindustry or sector, Advanced Brand Management is anindispensable resource.

From the Back Cover:

"Paul Temporal has written a remarkable insightful book on how to build strong brands. He addresses every issue in brand managemnt 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 Distinguished Professor 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 Mangement 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 judgements of brand decisions." - David Aaker, Vice-Chairman, Prophet 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, 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 vital tool for all those who believe that Asia's future lies in strategic solutions." - Miles Young, Chairman, Ogilvy & Mather (Asia-Pacific)

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9780471479253: Advanced Brand Management

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Book Description John Wiley and Sons Ltd, United Kingdom, 2010. Hardback. Condition: New. 2nd Revised edition. Language: English . Brand New Book. 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 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 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 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. Seller Inventory # AAH9780470824498

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Book Description John Wiley and Sons Ltd, United Kingdom, 2010. Hardback. Condition: New. 2nd Revised edition. Language: English . Brand New Book. 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 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 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 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. Seller Inventory # AAH9780470824498

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Book Description John Wiley and Sons Ltd, 2010. Condition: New. The most indispensable and practical book on brand management ever! One of the world's leading brand experts Paul Temporal provides a complete guide on developing and managing sophisticated strategies that will ensure sustainable brand value. Num Pages: 372 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 239 x 162 x 31. Weight in Grams: 696. . 2010. 2nd Edition. Hardcover. . . . . . Seller Inventory # V9780470824498

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Book Description John Wiley and Sons Ltd. Condition: New. The most indispensable and practical book on brand management ever! One of the world's leading brand experts Paul Temporal provides a complete guide on developing and managing sophisticated strategies that will ensure sustainable brand value. Num Pages: 372 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 239 x 162 x 31. Weight in Grams: 696. . 2010. 2nd Edition. Hardcover. . . . . Books ship from the US and Ireland. Seller Inventory # V9780470824498

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