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基本説明
This updated 2nd edition includes revolutionary online and new media branding techniques.
Full 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
Contents
Acknowledgments. Preface. Introduction. 1 The Changing Roles of Brand Management. THUNG KULA FARM: From Commodity Product to Premium Brand. 2 Building a Brand Strategy. HALLMARK INC.: The Business of the Hallmark Brand--A Paradigm Shift in Thinking. UNILEVER MALAYSIA: Romancing the Customer. LAND ROVER: Turning Rational Attributes into an Emotional Brand Personality. ABSOLUT VODKA: A Brand Built on a Powerful Personality. APPLE: Creating Appeal, Desire, and Trust. ZARA: For Fast Fashion Fans. SAMSUNG: Speed, Innovation, and More Choice for Customers. 3 Positioning and Brand Management. INNOCENT DRINKS: Ethics and Social Responsibility Can Mix with Fun. NIKE: Multi-Positioning Strategies. LG ELECTRONICS (LG): "Life's Good". HAIER: Positioning an Asian Brand in a Sophisticated Western Market: Those Who Dare Wins? 4 Brand Architecture. RAFFLES INTERNATIONAL: Master Branding Endorsement. SONY AND ERICSSON: A Winning Partnership? MARRIOTT INTERNATIONAL INC.: Acquisitions and the Problem of Brand Fit. CARREFOUR SA (FRANCE) VERSUS AHOLD NV (HOLLAND): Mergers and Acquisitions--Global versus Product Naming. MOET HENNESSY LOUIS VUITTON GROUP (LVMH): The House of Luxury Brands. 5 Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion. CATERPILLAR INC.: An Example of Successful Brand Extension. WRIGLEY: Gum Does Stretch! TAB DIET SODA: The Customer Lifeline. MAZDA: The Revitalization of a Brand. OLDSMOBILE: The Final Parking Lot. 6 Total Communications for Brand Management. HELLO KITTY: Damage Limitation: Quick Response. McDONALD'S: Damage Limitation: Slow Response. SINGAPORE AIRLINES: Thrust into Disaster--PR in Action. MALAYSIA AIRLINES: Analysis of Advertising Copy for Perceived Brand Personality. CHIVAS REGAL: "Live with Chivalry". PROCTER & GAMBLE: Cross-Cultural Insights Shape Brand Communications. 7 Relationship Management, Relationship Brands,and the New Digital World. MTV: Will Internet Kill the Video Star? FACEBOOK: See You There! MYSPACE: A Site That Needs to Reinvent Itself. TWITTER: A Simple Idea Really Soars. BUILDING BRAND OBAMA: Using Online and Offline Strategies. GOOGLE: "Never Settle for the Best". 8 "Long Live the Brand!": Creating a Brand Culture. THE VIRGIN GROUP: Let's Have Some Fun! INTEL CORPORATION: Training for Maximum Brand Performance. PHILIPS: Brand Philosophy: Making Brand Guardianship Happen. OPUS INTERNATIONAL GROUP PLC: Branding Means Commitment and Total Change. ACER: Model of Brand Anatomy and Management. 9 Measuring Brand Success: Market Research and Brand Valuation. LLOYDS TSB: Tagging Customers for Increased Profitability and Satisfaction. DIAGEO: Performance Tracking. 10 Conclusion. Appendix: Your Brand Management Toolkit. Index.
