Advanced Brand Management - Hardcover

Temporal, Paul

Hardcover

ISBN 10: 047147925X ISBN 13: 9780471479253

Publisher: Wiley, 2002

Synopsis

Branding your firm's future-with success
More than a name game, product branding is often a high-stakes gamble-even when there's substantial market research behind it. The Classic Coke fiasco is just one example. With millions of dollars at stake each time out, companies can't afford branding strategies that can't stand up in the marketplace. Representing the brain trust in brand management, Paul Temporal's Advanced Brand Management presents the highly sophisticated branding techniques used by some of the world's leading companies. Strategies such as brand stretching and brand architecture are described, especially as tools for managing the total brand experience and value. The book also includes a brand management toolkit, which provides checklists and exercises, as well as global and Asian case studies. This indispensable practitioner's guide will help companies secure lasting brand equity for their products.

About this title

From the Inside Flap

Advanced Brand Management: From Vision to Valuation has been specifically written for anyone who needs to know how to manage the most valuable assets in the business world - brands. In this exciting new book, Paul Temporal, one of the world's leading branding experts, presents a complete guide on developing and managing sophisticated stratgies that will ensure lasting brand value. Dr Temporal gives answers to the many questions that are often asked, covering vital issues such as:

• How to create a brand vision

• How companies create brand strategies

• How brands are valued

• What positioning strategies firms use

• How a brand culture is created

• How public relations can help build a brand

• What brand architecture options are possible

• What to consider in extending revitalizing and deleting brands

• How to take a brand into a new marekt

• Structuring the company for brand guardianship and management

Whether you are in control of an established company, starting up a new one or managing brands in any industry or sector, this bok 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 including: Caterpillar, Hallmark, Hang Seng Bank, Intel, Jim Beam, Lloyds TSB, Mazda, Moet Hennessy Louis Vuitton Group (LVMH), Philips, Singapore Airlines, Unilever, Virgin

This 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 pratical book on brand management ever written.

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)

Edition details

• Publisher: Wiley
• Publication date: 2002
• ISBN 10: 047147925X
• ISBN 13: 9780471479253
• Binding: Hardcover
• Language: English
• Edition number: 1
• Number of pages: 240