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Advanced Brand Management: Managing Brands in a Changing World, 2nd Edition

ISBN: 978-0-470-82449-8
256 pages
March 2010
Advanced Brand Management: Managing Brands in a Changing World, 2nd Edition (0470824492) cover image

Description

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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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

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Author Information

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.
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Reviews

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, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University

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, Vice Chairman, Prophet, and Author, Brand Leadership and Building Strong Brands

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, Chairman, Ries & Ries, and Co-author, The 22 Immutable Laws of Branding

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, Chief Executive Officer, Ogilvy & Mather Worldwide

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Press Release

February 25, 2010
Building Enduring Brands in a Changing World

From world-renowned brand expert and bestselling author, Dr. Paul Temporal, comes the second edition of Advanced Brand Management: Managing Brands in a Changing World (ISBN: 978-0-470-82449-8; John Wiley & Sons).

This revised edition explains how to develop, manage and sustain brand value in a sophisticated market and includes contemporary topics such as revolutionary online and new media branding strategies. The book takes a truly global perspective, with more than 40 case studies from top companies around the world, and discusses both successful and unsuccessful international brand management initiatives to 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 and many more.

Also featured within is a brand management toolkit – an invaluable collection of questions, exercises, and notes culled from Dr. Temporal’s wealth of experience – to provide readers with their own personal consultancy checklists and support.

Easy-to-read and with cogent takeaways, Advanced Brand Management will be an excellent resource for corporate strategists, marketers and anyone interested in developing advanced brand management strategies to ensure lasting brand value.

Additional information on the book is available at http://www.wiley.com/WileyCDA/WileyTitle/productCd-0470824492.html.

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