Advanced Brand Management: From Vision to Valuation - Hardcover

Temporal, Paul

Hardcover

ISBN 10: 047147925X ISBN 13: 9780471479253

Publisher: John Wiley & Sons, 2002

Synopsis

Branding your firm's future-with success More than a name game, product branding is often a high-stakes gamble-even when there's substantial market research behind it. The Classic Coke fiasco is just one example. With millions of dollars at stake each time out, companies can't afford branding strategies that can't stand up in the marketplace. Representing the brain trust in brand management, Paul Temporal's Advanced Brand Management presents the highly sophisticated branding techniques used by some of the world's leading companies. Strategies such as brand stretching and brand architecture are described, especially as tools for managing the total brand experience and value. The book also includes a brand management toolkit, which provides checklists and exercises, as well as global and Asian case studies. This indispensable practitioner's guide will help companies secure lasting brand equity for their products.

About this title

Review

"..a description of what brand management is, but also a manifesto for the exciting interdisciplinary challenge it should be.." -- Marketing, 17 April 2003

From the Back Cover

"Paul Temporal has written a remarkable insightful book on how to build strong brands. He addresses every issue in brand managemnt 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 Distinguished Professor 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 Mangement 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 judgements of brand decisions." - David Aaker, Vice-Chairman, Prophet 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, 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 practiceof branding. As such, it is vital tool for all those who believe that Asia's future lies in strategic solutions." - Miles Young, Chairman, Ogilvy & Mather (Asia-Pacific)

Edition details

• Publisher: John Wiley & Sons
• Publication date: 2002
• ISBN 10: 047147925X
• ISBN 13: 9780471479253
• Binding: Hardcover
• Language: English
• Number of pages: 312