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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.

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"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

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Acknowledgments ix
 
Preface xi
 
Introduction xiii
 
1 The Changing Roles of Brand Management 1
 
THUNG KULA FARM: From Commodity Product to Premium Brand 11
 
2 Building a Brand Strategy 19
 
HALLMARK INC.: The Business of the Hallmark Brand—A Paradigm Shift in Thinking 21
 
UNILEVER MALAYSIA: Romancing the Customer 23
 
LAND ROVER: Turning Rational Attributes into an Emotional Brand Personality 32
 
ABSOLUT VODKA: A Brand Built on a Powerful Personality 33
 
APPLE: Creating Appeal, Desire, and Trust 39
 
ZARA: For Fast Fashion Fans 43
 
SAMSUNG: Speed, Innovation, and More Choice for Customers 44
 
3 Positioning and Brand Management 47
 
INNOCENT DRINKS: Ethics and Social Responsibility Can Mix with Fun 56
 
NIKE: Multi-Positioning Strategies 60
 
LG ELECTRONICS (LG): ‘‘Life‘s Good‘‘ 68
 
HAIER: Positioning an Asian Brand in a Sophisticated Western Market: Those Who Dare Wins? 90
 
4 Brand Architecture  97
 
RAFFLES INTERNATIONAL: Master Branding Endorsement 103
 
SONY AND ERICSSON: A Winning Partnership? 110
 
MARRIOTT INTERNATIONAL INC.: Acquisitions and the Problem of Brand Fit 117
 
CARREFOUR SA (FRANCE) VERSUS AHOLD NV (HOLLAND): Mergers and Acquisitions—Global versus Product Naming 119
 
MÖET HENNESSY LOUIS VUITTON GROUP (LVMH): The House of Luxury Brands 123
 
5 Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion 129
 
CATERPILLAR INC.: An Example of Successful Brand Extension 136
 
WRIGLEY: Gum Does Stretch! 140
 
TAB DIET SODA: The Customer Lifeline 143
 
MAZDA: The Revitalization of a Brand 144
 
OLDSMOBILE: The Final Parking Lot 157
 
6 Total Communications for Brand Management 161
 
HELLO KITTY: Damage Limitation: Quick Response 178
 
McDONALD‘S: Damage Limitation: Slow Response 179
 
SINGAPORE AIRLINES: Thrust into Disaster—PR in Action 180
 
MALAYSIA AIRLINES: Analysis of Advertising Copy for Perceived Brand Personality 186
 
CHIVAS REGAL: ‘‘Live with Chivalry‘‘ 192
 
PROCTER & GAMBLE: Cross-Cultural Insights Shape Brand Communications 194
 
7 Relationship Management, Relationship Brands, and the New Digital World 201
 
MTV: Will Internet Kill the Video Star? 215
 
FACEBOOK: See You There! 223
 
MYSPACE: A Site That Needs to Reinvent Itself 228
 
TWITTER: A Simple Idea Really Soars 229
 
BUILDING BRAND OBAMA: Using Online and Offline Strategies 235
 
GOOGLE: ‘‘Never Settle for the Best ‘‘ 237
 
8 ‘‘Long Live the Brand!‘‘ : Creating a Brand Culture 243
 
THE VIRGIN GROUP: Let‘s Have Some Fun! 253
 
INTEL CORPORATION: Training for Maximum Brand Performance 258
 
PHILIPS: Brand Philosophy: Making Brand Guardianship Happen 267
 
OPUS INTERNATIONAL GROUP PLC: Branding Means Commitment and Total Change 271
 
ACER: Model of Brand Anatomy and Management 281
 
9 Measuring Brand Success: Market Research and Brand Valuation 285
 
LLOYDS TSB: Tagging Customers for Increased Profitability and Satisfaction 291
 
DIAGEO: Performance Tracking 316
 
10 Conclusion 319
 
Appendix: Your Brand Management Toolkit 321
 
Index 339

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