(Ebook) Advanced brand management managing brands in a changing world 2nd Edition by Paul Temporal ISBN 0470824492 9780470824498

(Ebook) Advanced brand management managing brands in a changing world 2nd Edition by Paul Temporal ISBN 0470824492 9780470824498

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ISBN 10: 0470824492 
ISBN 13: 9780470824498
Author: Paul Temporal

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.

(Ebook) Advanced brand management managing brands in a changing world 2nd Table of contents:

1. The Changing Roles of Brand Management

2. Building a Brand Strategy

3. Positioning and Brand Management

4. Brand Architecture

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

6. Total Communications for Brand Management

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

8. “Long Live the Brand!”: Creating a Brand Culture

9. Measuring Brand Success: Market Research and Brand Valuation

10. Conclusion

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