Advanced Brand Management : From Vision to Valuation

by Paul Temporal

• ISBN13: 9780471479253
• ISBN10: 047147925X
• Format: Hardcover
• Copyright: 2002-04-01
• Publisher: WILEY

Summary

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.

Author Biography

Paul Temporal is a leading global expert on brand creation, development and management with over twenty years experience in consulting and training. He has worked with leading companies and governments, and is well known for his practical and results-oriented approach, resulting in record year on year profit increases for many clients. He is also the author of best-selling branding books, Corporate Charisma, Strategic Positioning, Branding in Asia, Hi-Tech Hi-Touch Branding, and Romancing the Customer, and is a highly sought after event and conference speaker. He was educated at Leeds and Oxford Universities and is based in Singapore.

Table of Contents

Acknowledgments.

Preface.

The Changing Roles of Brand Management.

Brand Vision, Strategy, and Consumer Insight.

Positioning and Brand Management.

Brand Architecture.

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

Total Communications for Brand Management.

E-brand Management and Customer Relationship Management.

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

Measuring Brand Success: Market Research and Brand Valuation.

Conclusion.

Appendix: Your Brand Management Toolkit.

Index