Advanced Brand Management : Building and activating a powerful brand strategy / Paul Temporal.

Format:

Book

Author/Creator:

Temporal, Paul, author.

Language:

English

Subjects (All):

Brand name products--Management.

Brand name products.

Physical Description:

1 online resource (265 pages)

Edition:

Third edition.

Place of Publication:

Petersfield, Hampshire, England : Harriman House Ltd, 2019.

Summary:

Brands have never been more important than they are today.As Paul Temporal explains in this fully revised and updated third edition of his classic bestseller, the challenges of the business world are greater now than ever before. Brand managers have to cope with a broader range of variables and pressures from the marketplace and consumers. The lifeline of a strong brand can mean the difference between success and failure, or survival and extinction, in this turbulent environment.But what constitutes a strong brand? How should it be developed and managed? How do you activate and manage a winning brand strategy? Advanced Brand Management is the indispensable guide that provides all the answers.Paul Temporal addresses every issue related to brand management in the 21st century, providing the background theory and illustrating this with thoughtful case studies from across the business world.In this third edition, all chapters have been updated, and a completely new chapter is included on the growth of the digital world and the use of the Internet. Throughout, there is an increased emphasis on brand strategy and updates to case studies, with entirely new cases being added.If you want to make your own branding a success, you can't afford to be without Advanced Brand Management.

Contents:

Intro

Contents

About the author

Acknowledgement

Preface

Part 1: Introduction

Chapter 1: Branding in a Changing World

Seven world market trends

Eight strategic issues for the 21st century

The power and rewards of branding

A day in the life of a brand

Brand strategy and management

Chapter 2: The Changing Roles of Brand Management

Business evolution and the consumer

The changing role of brand management

Case Study 1: Thung Kula Farm

So, who owns and builds brands?

Part 2: Branding and Consumers

Chapter 3: An Introduction to Branding and Brand Strategy

What can be branded?

Some myths about branding

What is a brand?

Case Study 2: Unilever Malaysia

Market segmentation

Case Study 3: BMW in Asia: Psychographic segmentation and brand personality

Summary

Part 3: Building a Powerful Brand Strategy

Chapter 4: Brand Architecture and Portfolio Management

Section one: brand architecture

Levels of brand architecture

The trend toward corporate branding

Portfolio management and sub-brands

Case study 4: Raffles International

Co-branding opportunities

Case study 5: Sony and Ericsson

Merger and acquisition issues

Case study 6: Carrefour SA (France) versus Ahold NV (Holland)

The brand collectors

Case study 7: Möet Hennessy Louis Vuitton Group (LVMH)

Section one summary

Section two: Three great dilemmas: Brand stretch, brand revitalization and brand deletion

One great temptation: stretching the brand

Case study 8: Caterpillar Inc.

Case study 9: Wrigley

The great gamble: brand revitalization/repositioning

Case study 10: Tab Diet Soda

Case study 11: Mazda

The tough decision: brand deletion

Case study 12: Oldsmobile

Chapter 5: Brand Visions and Brand Personality

The rational and emotional sides of brand strategy.

Characteristics of power brands - emotional capital

Case study 13: Hallmark Inc. enriching people's lives

Brand personality

Personality, brand associations and symbolic meanings

Brand personality and not brand values

Creating brand personality

Case study 14: Land Rover

Case study 15: Absolut Vodka

Chapter 6: Brand Positioning

The positioning process

Mind the gap! Avoiding the perception gap

Two key questions

Thirteen power-positioning strategies

Case study 16: Innocent Drinks

Case study 17: Ikea

Case study 18: Nike

Capturing hearts and minds

Summary: Choosing a positioning strategy

Repositioning

Eight reasons for repositioning

Repositioning and change - the new paradigm

Should positioning be revolutionary or evolutionary?

Positioning for equality

Positioning for superiority

The need for positioning statements

Case study 19: Creating the 'Innovation UK' brand

Development of tag lines

Case study 20: Haier

Part 4: Activation and Management of Brand Strategy

Chapter 7: Brand Communications

Introduction

Traditional communications channels

Case study 21: Tag Heuer

Communications copy - simplicity, relevance and consistency

Case study 22: Procter &amp

Gamble

Attracting customers with brand stories

Consistency is key

Chapter 8: The Digital World

The speed factor

Fundamental change

The rise of social media

The dark side of social media

Case study 23: Facebook's Instagram versus Snapchat

Traditional retailing versus e-commerce: on the street or online?

The segment of one

Case study 24: Amazon

Digital services

Case study 25: Uber

Case study 26: Airbnb

The Internet of things (IoT)

What does the digital future have in store?

Summary.

Chapter 9: "Long Live the Brand!" Employee Engagement to Create a Brand Culture

Moments of truth

Goals of employee engagement

Living the brand

The internal brand challenge

Create learning and development programs for all levels

Case study 27: The Virgin Group

There are no shortcuts

Designing internal brand programs by analyzing employee behavior

The brand engagement process

Case study 28: Intel Corporation

Rewarding and recognizing brand performers

Brand handbooks

Repetition of internal brand communications

A note on customer service

Chapter 10: Brand Planning and Control

Macro aspects of brand touchpoint control

Case study 29: Zara - instant fashion

Case study 30: The Pan Pacific Hotel, Vancouver

Build on consistency

Micro aspects of brand touchpoint control

The need for brand management structure

Case study 31: Philips

Chapter 11: Measuring Brand Success: Market Research and Brand Valuation

Continuous tracking of brand performance

The background to brand valuation

Best practice in brand valuation

Brand in the context of the wider business

Endnotes

Publishing details.

Notes:

Description based on print version record.

ISBN:

9780857195906

0857195905