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

Preface.

Introduction.

1 The Changing Roles of Brand Management.

THUNG KULA FARM: From Commodity Product to Premium Brand.

2 Building a Brand Strategy.

HALLMARK INC.: The Business of the Hallmark Brand--A Paradigm Shift in Thinking.

UNILEVER MALAYSIA: Romancing the Customer.

LAND ROVER: Turning Rational Attributes into an Emotional Brand Personality.

ABSOLUT VODKA: A Brand Built on a Powerful Personality.

APPLE: Creating Appeal, Desire, and Trust.

ZARA: For Fast Fashion Fans.

SAMSUNG: Speed, Innovation, and More Choice for Customers.

3 Positioning and Brand Management.

INNOCENT DRINKS: Ethics and Social Responsibility Can Mix with Fun.

NIKE: Multi-Positioning Strategies.

LG ELECTRONICS (LG): "Life's Good".

HAIER: Positioning an Asian Brand in a Sophisticated Western Market: Those Who Dare Wins?

4 Brand Architecture.

RAFFLES INTERNATIONAL: Master Branding Endorsement.

SONY AND ERICSSON: A Winning Partnership?

MARRIOTT INTERNATIONAL INC.: Acquisitions and the Problem of Brand Fit.

CARREFOUR SA (FRANCE) VERSUS AHOLD NV (HOLLAND): Mergers and Acquisitions--Global versus Product Naming.

MÖET HENNESSY LOUIS VUITTON GROUP (LVMH): The House of Luxury Brands.

5 Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion.

CATERPILLAR INC.: An Example of Successful Brand Extension.

WRIGLEY: Gum Does Stretch!

TAB DIET SODA: The Customer Lifeline.

MAZDA: The Revitalization of a Brand.

OLDSMOBILE: The Final Parking Lot.

6 Total Communications for Brand Management.

HELLO KITTY: Damage Limitation: Quick Response.

McDONALD'S: Damage Limitation: Slow Response.

SINGAPORE AIRLINES: Thrust into Disaster--PR in Action.

MALAYSIA AIRLINES: Analysis of Advertising Copy for Perceived Brand Personality.

CHIVAS REGAL: "Live with Chivalry".

PROCTER & GAMBLE: Cross-Cultural Insights Shape Brand Communications.

7 Relationship Management, Relationship Brands,and the New Digital World.

MTV: Will Internet Kill the Video Star?

FACEBOOK: See You There!

MYSPACE: A Site That Needs to Reinvent Itself.

TWITTER: A Simple Idea Really Soars.

BUILDING BRAND OBAMA: Using Online and Offline Strategies.

GOOGLE: "Never Settle for the Best".

8 "Long Live the Brand!": Creating a Brand Culture.

THE VIRGIN GROUP: Let's Have Some Fun!

INTEL CORPORATION: Training for Maximum Brand Performance.

PHILIPS: Brand Philosophy: Making Brand Guardianship Happen.

OPUS INTERNATIONAL GROUP PLC: Branding Means Commitment and Total Change.

ACER: Model of Brand Anatomy and Management.

9 Measuring Brand Success: Market Research and Brand Valuation.

LLOYDS TSB: Tagging Customers for Increased Profitability and Satisfaction.

DIAGEO: Performance Tracking.

10 Conclusion.

Appendix: Your Brand Management Toolkit.

Index.