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" Advanced brand management : "
Paul Temporal
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BL
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| Record Number
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657944
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| Doc. No
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dltt
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| Main Entry
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Temporal, Paul
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| Title & Author
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Advanced brand management : : managing brands in a changing world /\ Paul Temporal
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| Edition Statement
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2nd ed
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| Publication Statement
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Singapore ;Hoboken, NJ :: John Wiley & Sons (Asia),, 2010
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| Page. NO
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xix, 350 p. :: ill. ;; 24 cm
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| ISBN
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9780470824498 (hbk.)
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: 0470824492 (hbk.)
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| Bibliographies/Indexes
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Includes bibliographical references and index
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| Contents
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The changing roles of brand management -- Building a brand strategy -- Positioning and brand management -- Brand architecture -- Three great dilemmas: brand stretch, brand revitalization, and brand deletion -- Total communications for brand management -- Relationship management, relationship brands, and the new digital world -- "Long live the brand!": creating a brand culture -- Measuring brand success: market research and brand valuation
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| Abstract
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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
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| Subject
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Brand name products-- Management
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| Subject
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Branding (Marketing)
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Marketing
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