Advanced Brand Management: Managing Brands in a Changing World

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9780470824498: Advanced Brand Management: Managing Brands in a Changing World

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

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

From the Inside Flap:

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.

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 practice of 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)

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

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Paul Temporal
Editore: John Wiley and Sons Ltd, United Kingdom (2010)
ISBN 10: 0470824492 ISBN 13: 9780470824498
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Descrizione libro John Wiley and Sons Ltd, United Kingdom, 2010. Hardback. Condizione libro: New. 2nd Revised edition. Language: English . Brand New Book. 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. Codice libro della libreria AAH9780470824498

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Descrizione libro Condizione libro: New. Brand New Book. Codice libro della libreria 0470824492BYR

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Paul Temporal
Editore: John Wiley and Sons Ltd, United Kingdom (2010)
ISBN 10: 0470824492 ISBN 13: 9780470824498
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Descrizione libro John Wiley and Sons Ltd, United Kingdom, 2010. Hardback. Condizione libro: New. 2nd Revised edition. Language: English . Brand New Book. 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. Codice libro della libreria AAH9780470824498

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ISBN 10: 0470824492 ISBN 13: 9780470824498
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Descrizione libro John Wiley & Sons 2010-02-19, 2010. Condizione libro: New. Brand new book, sourced directly from publisher. Dispatch time is 24-48 hours from our warehouse. Book will be sent in robust, secure packaging to ensure it reaches you securely. Codice libro della libreria NU-GRD-00579033

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Descrizione libro John Wiley and Sons Ltd, 2010. Condizione libro: New. The most indispensable and practical book on brand management ever! One of the world's leading brand experts Paul Temporal provides a complete guide on developing and managing sophisticated strategies that will ensure sustainable brand value. Num Pages: 372 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 239 x 162 x 31. Weight in Grams: 696. . 2010. 2nd Edition. Hardcover. . . . . . Codice libro della libreria V9780470824498

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Descrizione libro Wiley 2010-02-19, Hoboken, N.J., 2010. hardback. Condizione libro: New. Codice libro della libreria 9780470824498

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Descrizione libro John Wiley and Sons Ltd. Hardback. Condizione libro: new. BRAND NEW, Advanced Brand Management: Managing Brands in a Changing World (2nd Revised edition), Paul Temporal, 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. Codice libro della libreria B9780470824498

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Descrizione libro John Wiley and#38; Sons, 2010. HRD. Condizione libro: New. New Book. Shipped from UK in 4 to 14 days. Established seller since 2000. Codice libro della libreria FW-9780470824498

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Descrizione libro John Wiley and Sons Ltd. Condizione libro: New. The most indispensable and practical book on brand management ever! One of the world's leading brand experts Paul Temporal provides a complete guide on developing and managing sophisticated strategies that will ensure sustainable brand value. Num Pages: 372 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 239 x 162 x 31. Weight in Grams: 696. . 2010. 2nd Edition. Hardcover. . . . . Books ship from the US and Ireland. Codice libro della libreria V9780470824498

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