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.
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 temporalbrand.com.
