About the Book
Advanced Brand Management: From Vision to Valuation has been specifically written for anyone who needs to know how to manage the most valuable assets in the business world – brands. In this exciting new book, Dr Paul Temporal, one of the world’s leading branding experts, presents a complete guide on developing and managing sophisticated strategies that will ensure lasting brand value. Dr Temporal gives answers to the many questions that are often asked, covering vital issues such as:
How to create a brand vision
How companies create brand strategies
How brands are valued
What positioning strategies firms use
How a brand culture is created
How public relations can help build a brand
What brand architecture options are possible
What to consider in extending, revitalising and deleting brands
How to take a brand into a new market
Structuring the company for brand guardianship and management.
Whether you are in control of an established company, starting up a new one or managing brands in any industry or sector, this book is a great investment. More than 25 case studies play their part in delivering a practical approach to the topics, helping you learn from the good and not-so-good international brand management initiatives, including Caterpillar, Hallmark, Hang Seng Bank, Intel, Jim Beam, Lloyds TSB, Mazda, Moet Hennessy Louis Vuitton Group (LVMH), Philips, Singapore Airlines, Unilever and Virgin.
This stimulating book also features a brand management toolkit where you will find an invaluable collection of questions, exercises and notes called from Dr Temporal’s wealth of experience. The toolkit will provide you with your own personal consultancy checklists and support to improve and secure your brand equity. This and the rest of the chapters complete the most indispensable and practical book on brand management ever written.
This book is available at all major bookstores worldwide.