By Paul Temporal

ISBN-10: 0470824492

ISBN-13: 9780470824498

Paul Temporal has written a remarkably insightful e-book on the best way to construct robust manufacturers. he addresses each factor in model administration with sound theories and fantastic examples. this can be the most effective books on model administration to aid any corporation construct robust manufacturers. - Philip Kotler

Those development and coping with model resources will locate the problems dealing with them addressed in complex model administration with readability, perception, and an easy-to-read kind. Chock packed with case reports, I in particular chanced on important and stimulating, the author's willingness to supply serious judgments of brand name judgements. - David Aaker

Paul Temporal's new ebook is attention-grabbing, wonderful, well-written, and loaded with every little thing you want to be aware of to regulate a model. What extra may perhaps you will have? learn it! - Al Ries

Brands in Asia are a paradox. every body believes in them, however the skill to create them frequently lags a long way at the back of. to people who think that branding is simply a passing type, this booklet is a strong corrective. Paul Temporal describes in magisterial aspect the philosophy, yet in particular, the perform of branding. As such, it's a important instrument for all those that think that Asia's destiny lies in strategic options. - Miles Young

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Extra info for Advanced brand management : managing brands in a changing world

Example text

Building a Brand Strategy In addition to conveying the brand’s personality through the traditional print and broadcast media, Absolut uses the Web and new media such as Facebook. Its website invites visitors to the site to share their visions of how things might be “in an Absolut World” and to comment on others’ visions. This initiative provides a platform for stimulating the imaginations of its online community. “Our consumers are intelligent, and we hope they have a gut reaction that sparks conversations and challenges them to think about their vision of an Absolut World,” says Tim Murphy, senior brand director.

To my mind, brand management is the conduit through which the psychological demands of consumers are delivered. If brand managers fail to satisfy these complex desires, then the brands they have responsibility for will cease to exist. Brands That Care It is my belief that the great brands of the future will be brands that care. They will be able to balance profitability with social responsibility. They will balance brand spirit with human spirit. They will be less unilateral in their actions and more altruistic.

Brand management has now become the management of profitable strategic assets (brands) that can often be worth multiples of the net assets of the business, and so the performance of brand managers is now more closely evaluated on this basis. Change from Financial Accountability to Social Responsibility While those people responsible are very much judged on the financial performance of the brands under their charge, they also have to balance this with a commitment to social responsibility. Many companies are now tying their brands to the needs of communities, and helping to solve societal problems.

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Advanced brand management : managing brands in a changing world by Paul Temporal


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