Advanced Brand Management
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Advanced Brand Management: Managing Brands in a Changing World

Advanced Brand Management: Managing Brands in a Changing World


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About the 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

Table of Contents:
Acknowledgments ix Preface xi Introduction xiii 1 The Changing Roles of Brand Management 1 THUNG KULA FARM: From Commodity Product to Premium Brand 11 2 Building a Brand Strategy 19 HALLMARK INC.: The Business of the Hallmark Brand—A Paradigm Shift in Thinking 21 UNILEVER MALAYSIA: Romancing the Customer 23 LAND ROVER: Turning Rational Attributes into an Emotional Brand Personality 32 ABSOLUT VODKA: A Brand Built on a Powerful Personality 33 APPLE: Creating Appeal, Desire, and Trust 39 ZARA: For Fast Fashion Fans 43 SAMSUNG: Speed, Innovation, and More Choice for Customers 44 3 Positioning and Brand Management 47 INNOCENT DRINKS: Ethics and Social Responsibility Can Mix with Fun 56 NIKE: Multi-Positioning Strategies 60 LG ELECTRONICS (LG): ‘‘Life‘s Good‘‘ 68 HAIER: Positioning an Asian Brand in a Sophisticated Western Market: Those Who Dare Wins? 90 4 Brand Architecture  97 RAFFLES INTERNATIONAL: Master Branding Endorsement 103 SONY AND ERICSSON: A Winning Partnership? 110 MARRIOTT INTERNATIONAL INC.: Acquisitions and the Problem of Brand Fit 117 CARREFOUR SA (FRANCE) VERSUS AHOLD NV (HOLLAND): Mergers and Acquisitions—Global versus Product Naming 119 MÖET HENNESSY LOUIS VUITTON GROUP (LVMH): The House of Luxury Brands 123 5 Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion 129 CATERPILLAR INC.: An Example of Successful Brand Extension 136 WRIGLEY: Gum Does Stretch! 140 TAB DIET SODA: The Customer Lifeline 143 MAZDA: The Revitalization of a Brand 144 OLDSMOBILE: The Final Parking Lot 157 6 Total Communications for Brand Management 161 HELLO KITTY: Damage Limitation: Quick Response 178 McDONALD‘S: Damage Limitation: Slow Response 179 SINGAPORE AIRLINES: Thrust into Disaster—PR in Action 180 MALAYSIA AIRLINES: Analysis of Advertising Copy for Perceived Brand Personality 186 CHIVAS REGAL: ‘‘Live with Chivalry‘‘ 192 PROCTER & GAMBLE: Cross-Cultural Insights Shape Brand Communications 194 7 Relationship Management, Relationship Brands, and the New Digital World 201 MTV: Will Internet Kill the Video Star? 215 FACEBOOK: See You There! 223 MYSPACE: A Site That Needs to Reinvent Itself 228 TWITTER: A Simple Idea Really Soars 229 BUILDING BRAND OBAMA: Using Online and Offline Strategies 235 GOOGLE: ‘‘Never Settle for the Best ‘‘ 237 8 ‘‘Long Live the Brand!‘‘ : Creating a Brand Culture 243 THE VIRGIN GROUP: Let‘s Have Some Fun! 253 INTEL CORPORATION: Training for Maximum Brand Performance 258 PHILIPS: Brand Philosophy: Making Brand Guardianship Happen 267 OPUS INTERNATIONAL GROUP PLC: Branding Means Commitment and Total Change 271 ACER: Model of Brand Anatomy and Management 281 9 Measuring Brand Success: Market Research and Brand Valuation 285 LLOYDS TSB: Tagging Customers for Increased Profitability and Satisfaction 291 DIAGEO: Performance Tracking 316 10 Conclusion 319 Appendix: Your Brand Management Toolkit 321 Index 339

About the Author :
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.


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Product Details
  • ISBN-13: 9780470824498
  • Publisher: John Wiley and Sons Ltd
  • Publisher Imprint: John Wiley & Sons Ltd
  • Height: 235 mm
  • No of Pages: 372
  • Returnable: N
  • Sub Title: Managing Brands in a Changing World
  • Width: 154 mm
  • ISBN-10: 0470824492
  • Publisher Date: 19 Feb 2010
  • Binding: Hardback
  • Language: English
  • Returnable: N
  • Spine Width: 25 mm
  • Weight: 690 gr


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