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

Book 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

Table of Contents

  1. Cover
  2. Contents
  3. Title
  4. Copyright
  5. Acknowledgments
  6. Preface
  7. Introduction
  8. Chapter 1: The Changing Roles of Brand Management
    1. Business Evolution and the Consumer
    2. The Changing Role of Brand Management
    3. So, Who Owns and Builds Brands?
  9. Chapter 2: Building a Brand Strategy
    1. Brand Management Begins With Brand Strategy
    2. Building a Brand Strategy
    3. Brand Personality, Attitude, and Trust
    4. Speed, Agility, and Innovation
  10. Chapter 3: Positioning and Brand Management
    1. How Does Positioning Fit into Brand Management?
    2. The Positioning Process
    3. Repositioning
    4. Repositioning and Change—The New Paradigm
    5. Should Positioning be Revolutionary or Evolutionary?
    6. Positioning for Equality
    7. Positioning for Superiority
    8. How to Write and Use A Positioning Statement
  11. Chapter 4: Brand Architecture
    1. Levels of Branding
    2. The Company As the Brand
    3. Portfolio Management and Sub-Brands
    4. Linking Visual Identity with Architecture
    5. Co-Branding Opportunities
    6. Orphan Brands—Brand Trafficking
    7. Hybrid Branding
    8. Merger and Acquisition Issues
    9. The Brand Collectors
    10. Summary
  12. Chapter 5: Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion
    1. The Great Temptation: Stretching the Brand
    2. The Great Gamble: Brand Revitalization/Repositioning
    3. The Tough Decision: Brand Deletion
  13. Chapter 6: Total Communications for Brand Management
    1. Advertising
    2. Direct Marketing
    3. Sales Promotion
    4. Sponsorships and Endorsements
    5. Public Relations and Crisis Management
    6. The Internet and Integrated Brand Communications
    7. Analysis of Brand Communications Copy
    8. What You Say, and How, Depends on What You Know
    9. Summary
  14. Chapter 7: Relationship Management, Relationship Brands, and the New Digital World
    1. Introduction
    2. Customer Relationship Management
    3. The New Digital World
    4. The Rise of Social Media: Social Networking
    5. Brands Using Multiple Digital Media
    6. What Does the Future Have in Store?
  15. Chapter 8: “Long Live the Brand!”: Creating a Brand Culture
    1. Moments of Truth
    2. Living the Brand: Developing a Strong Corporate Behavior and Culture
    3. A Special Note on Customer Service
    4. Rewards for Creating A Values-Based Culture
  16. Chapter 9: Measuring Brand Success: Market Research and Brand Valuation
    1. Continuous Tracking of Brand Performance
    2. Brand Strength
    3. Performance Tracking Using Brand Valuation
    4. Other Brand Valuation Methodologies
    5. Notes on Methodology
  17. Chapter 10: Conclusion
  18. Appendix: Your Brand Management Toolkit
  19. Index