+353-1-416-8900REST OF WORLD
+44-20-3973-8888REST OF WORLD
1-917-300-0470EAST COAST U.S
1-800-526-8630U.S. (TOLL FREE)


Advanced Brand Management. Managing Brands in a Changing World. Edition No. 2

  • ID: 2242069
  • Book
  • February 2010
  • Region: Global
  • 256 Pages
  • John Wiley and Sons Ltd

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.

Note: Product cover images may vary from those shown

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


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

Note: Product cover images may vary from those shown
Paul Temporal Singapore.
Note: Product cover images may vary from those shown