{"product_id":"advanced-brand-management-isbn-9780470824498","title":"Advanced Brand Management","description":"\u003cp\u003e\u003ci\u003eAdvanced Brand Management: Managing Brands in a Changing World (Second Edition)\u003c\/i\u003e 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:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eHow to gain and use valuable consumer insights\u003c\/li\u003e \u003cli\u003eHow to use emotion to secure brand success\u003c\/li\u003e \u003cli\u003eHow to create a brand vision\u003c\/li\u003e \u003cli\u003eHow to create a power brand strategy\u003c\/li\u003e \u003cli\u003eHow to develop positioning strategies that bring outstanding results\u003c\/li\u003e \u003cli\u003eHow to respond to brand architecture challenges\u003c\/li\u003e \u003cli\u003eWhat to consider in extending, revitalizing, repositioning, and deleting brands\u003c\/li\u003e \u003cli\u003eHow to build a brand culture, engage employees, and carry out internal branding\u003c\/li\u003e \u003cli\u003eHow to create a total communications strategy\u003c\/li\u003e \u003cli\u003eHow to address critical issues in brand management, and the role of speed, agility, and innovation\u003c\/li\u003e \u003cli\u003eHow to structure brand guardianship and management\u003c\/li\u003e \u003cli\u003eHow to track brand success\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eMore than 40 case studies, including both successful and unsuccessful international brand management initiatives, illustrate practical applications of the topics covered. New cases include:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eGoogle; Twitter; MySpace; Facebook; Zara; Opus; Chivas Regal; MTV; P\u0026amp;G; Coca-Cola; Absolut; Nike; LG; Apple; The Obama presidential campaign\u003c\/li\u003e \u003cli\u003ePlus more…\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThis 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.\u003c\/p\u003e \u003cp\u003eWhether 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, \u003ci\u003eAdvanced Brand Management\u003c\/i\u003e is an indispensable resource.\u003c\/p\u003e \u003cp\u003eAcknowledgments ix\u003c\/p\u003e \u003cp\u003ePreface xi\u003c\/p\u003e \u003cp\u003eIntroduction xiii\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1 The Changing Roles of Brand Management 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTHUNG KULA FARM: From Commodity Product to Premium Brand 11\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2 Building a Brand Strategy 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHALLMARK INC.: The Business of the Hallmark Brand—A Paradigm Shift in Thinking 21\u003c\/p\u003e \u003cp\u003eUNILEVER MALAYSIA: Romancing the Customer 23\u003c\/p\u003e \u003cp\u003eLAND ROVER: Turning Rational Attributes into an Emotional Brand Personality 32\u003c\/p\u003e \u003cp\u003eABSOLUT VODKA: A Brand Built on a Powerful Personality 33\u003c\/p\u003e \u003cp\u003eAPPLE: Creating Appeal, Desire, and Trust 39\u003c\/p\u003e \u003cp\u003eZARA: For Fast Fashion Fans 43\u003c\/p\u003e \u003cp\u003eSAMSUNG: Speed, Innovation, and More Choice for Customers 44\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3 Positioning and Brand Management 47\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eINNOCENT DRINKS: Ethics and Social Responsibility Can Mix with Fun 56\u003c\/p\u003e \u003cp\u003eNIKE: Multi-Positioning Strategies 60\u003c\/p\u003e \u003cp\u003eLG ELECTRONICS (LG): ‘‘Life‘s Good‘‘ 68\u003c\/p\u003e \u003cp\u003eHAIER: Positioning an Asian Brand in a Sophisticated Western Market: Those Who Dare Wins? 90\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4 Brand Architecture  97\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eRAFFLES INTERNATIONAL: Master Branding Endorsement 103\u003c\/p\u003e \u003cp\u003eSONY AND ERICSSON: A Winning Partnership? 110\u003c\/p\u003e \u003cp\u003eMARRIOTT INTERNATIONAL INC.: Acquisitions and the Problem of Brand Fit 117\u003c\/p\u003e \u003cp\u003eCARREFOUR SA (FRANCE) VERSUS AHOLD NV (HOLLAND): Mergers and Acquisitions—Global versus Product Naming 119\u003c\/p\u003e \u003cp\u003eMÖET HENNESSY LOUIS VUITTON GROUP (LVMH): The House of Luxury Brands 123\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5 Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion 129\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eCATERPILLAR INC.: An Example of Successful Brand Extension 136\u003c\/p\u003e \u003cp\u003eWRIGLEY: Gum Does Stretch! 140\u003c\/p\u003e \u003cp\u003eTAB DIET SODA: The Customer Lifeline 143\u003c\/p\u003e \u003cp\u003eMAZDA: The Revitalization of a Brand 144\u003c\/p\u003e \u003cp\u003eOLDSMOBILE: The Final Parking Lot 157\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6 Total Communications for Brand Management 161\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eHELLO KITTY: Damage Limitation: Quick Response 178\u003c\/p\u003e \u003cp\u003eMcDONALD‘S: Damage Limitation: Slow Response 179\u003c\/p\u003e \u003cp\u003eSINGAPORE AIRLINES: Thrust into Disaster—PR in Action 180\u003c\/p\u003e \u003cp\u003eMALAYSIA AIRLINES: Analysis of Advertising Copy for Perceived Brand Personality 186\u003c\/p\u003e \u003cp\u003eCHIVAS REGAL: ‘‘Live with Chivalry‘‘ 192\u003c\/p\u003e \u003cp\u003ePROCTER \u0026amp; GAMBLE: Cross-Cultural Insights Shape Brand Communications 194\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7 Relationship Management, Relationship Brands, and the New Digital World 201\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMTV: Will Internet Kill the Video Star? 215\u003c\/p\u003e \u003cp\u003eFACEBOOK: See You There! 223\u003c\/p\u003e \u003cp\u003eMYSPACE: A Site That Needs to Reinvent Itself 228\u003c\/p\u003e \u003cp\u003eTWITTER: A Simple Idea Really Soars 229\u003c\/p\u003e \u003cp\u003eBUILDING BRAND OBAMA: Using Online and Offline Strategies 235\u003c\/p\u003e \u003cp\u003eGOOGLE: ‘‘Never Settle for the Best ‘‘ 237\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8 ‘‘Long Live the Brand!‘‘ : Creating a Brand Culture 243\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTHE VIRGIN GROUP: Let‘s Have Some Fun! 253\u003c\/p\u003e \u003cp\u003eINTEL CORPORATION: Training for Maximum Brand Performance 258\u003c\/p\u003e \u003cp\u003ePHILIPS: Brand Philosophy: Making Brand Guardianship Happen 267\u003c\/p\u003e \u003cp\u003eOPUS INTERNATIONAL GROUP PLC: Branding Means Commitment and Total Change 271\u003c\/p\u003e \u003cp\u003eACER: Model of Brand Anatomy and Management 281\u003c\/p\u003e \u003cp\u003e\u003cb\u003e9 Measuring Brand Success: Market Research and Brand Valuation 285\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eLLOYDS TSB: Tagging Customers for Increased Profitability and Satisfaction 291\u003c\/p\u003e \u003cp\u003eDIAGEO: Performance Tracking 316\u003c\/p\u003e \u003cp\u003e\u003cb\u003e10 Conclusion 319\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAppendix: Your Brand Management Toolkit 321\u003c\/p\u003e \u003cp\u003eIndex 339\u003c\/p\u003e \u003cp\u003e\u003cb\u003eDr. Paul Temporal\u003c\/b\u003e 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 \u003ci\u003eBranding in Asia\u003c\/i\u003e, \u003ci\u003eRomancing the Customer\u003c\/i\u003e, \u003ci\u003eHi-Tech Hi-Touch Branding\u003c\/i\u003e, \u003ci\u003eAsia's Star Brands\u003c\/i\u003e, and \u003ci\u003eThe Branding of MTV\u003c\/i\u003e. He can be contacted at temporalbrand.com.\u003c\/p\u003e \"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.\"\u003cbr\u003e\u003cb\u003e—Philip Kotler\u003c\/b\u003e \u003cp\u003e\"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.\"\u003cbr\u003e\u003cb\u003e—David Aaker\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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!\"\u003cbr\u003e\u003cb\u003e—Al Ries\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\"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.\"\u003cbr\u003e\u003cb\u003e—Miles Young\u003c\/b\u003e\u003c\/p\u003e  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.\u003cbr\u003e --\u003cb\u003ePhilip Kotler,\u003c\/b\u003e \u003ci\u003eS.C. Johnson \u0026amp; Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University\u003c\/i\u003e  \u003cp\u003eThose 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.\u003cbr\u003e --\u003cb\u003eDavid Aaker,\u003c\/b\u003e \u003ci\u003eVice Chairman, Prophet, and Author\u003c\/i\u003e, Brand Leadership and Building Strong Brands\u003c\/p\u003e \u003cp\u003ePaul 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!\u003cbr\u003e --\u003cb\u003eAl Ries,\u003c\/b\u003e \u003ci\u003eChairman, Ries \u0026amp; Ries, and Co-author,\u003c\/i\u003e The 22 Immutable Laws of Branding\u003c\/p\u003e \u003cp\u003eBrands 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.\u003cbr\u003e --\u003cb\u003eMiles Young,\u003c\/b\u003e \u003ci\u003eChief Executive Officer, Ogilvy \u0026amp; Mather Worldwide\u003c\/i\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988664271077,"sku":"NP9780470824498","price":46.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9780470824498.jpg?v=1761781173","url":"https:\/\/k12savings.com\/products\/advanced-brand-management-isbn-9780470824498","provider":"K12savings","version":"1.0","type":"link"}