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

Temporal, Paul

 
9780470824498: Advanced Brand Management: Managing Brands in a Changing World
Hardcover
ISBN 10: 0470824492 ISBN 13: 9780470824498
Verlag: Wiley, 2010

Inhaltsangabe

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

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Über die Autorin bzw. den Autor

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 www.temporalbrand.com.

Von der hinteren Coverseite

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.

Aus dem Klappentext

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

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Verlag
Wiley
Erscheinungsdatum
2010
Sprache
Englisch
ISBN 10 
0470824492
ISBN 13 
9780470824498
Einband
Gebundene Ausgabe
Auflage
2
Anzahl der Seiten
372
Kontakt zum Hersteller
Wiley-VCH GmbH
product_safety@wiley.com

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Weinheim
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