Advanced Brand Management

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Advanced Brand Management

Paul Temporal
Advanced Brand Management Book PDF

Author : Paul Temporal
Publisher : John Wiley & Sons
Page : 207 pages
File Size : 55,7 Mb
Release : 2011-09-15
Category : Business & Economics
ISBN : 9781118181584

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Advanced Brand Management by Paul Temporal Pdf

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.

ADVANCED BRAND MANAGEMENT - 3RD EDITION

Paul Temporal
ADVANCED BRAND MANAGEMENT 3RD EDITION Book PDF

Author : Paul Temporal
Publisher : Harriman House Limited
Page : 302 pages
File Size : 51,8 Mb
Release : 2019-02-25
Category : Business & Economics
ISBN : 9780857195906

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ADVANCED BRAND MANAGEMENT - 3RD EDITION by Paul Temporal Pdf

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.

Advanced Brand Management

Paul Temporal
Advanced Brand Management Book PDF

Author : Paul Temporal
Publisher : John Wiley & Sons
Page : 320 pages
File Size : 47,7 Mb
Release : 2002-04-08
Category : Business & Economics
ISBN : PSU:000049012156

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Advanced Brand Management by Paul Temporal Pdf

This practitioner's guide goes beyond the basics of branding to reveal the sophisticated branding techniques implemented by some of the world's leading companies. It covers up-to-date strategies such as brand stretching and brand architecture.

The New Strategic Brand Management

Jean-Noël Kapferer
The New Strategic Brand Management Book PDF

Author : Jean-Noël Kapferer
Publisher : Kogan Page Publishers
Page : 512 pages
File Size : 42,9 Mb
Release : 2012-01-03
Category : Business & Economics
ISBN : 9780749465162

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The New Strategic Brand Management by Jean-Noël Kapferer Pdf

Adopted internationally by business schools and MBA programmes, this book is the ultimate resource for senior strategists, positioning professionals and postgraduate students to understand and overcome the challenges of brand management and strategy today, written by the leading international expert of branding, Jean-Noël Kapferer. The New Strategic Brand Management is simply the reference source for branding professionals and postgraduate students. Over the years it has not only established a reputation as one of the leading works on brand strategy, but also has become synonymous with the topic itself. Using an array of international case studies, this book covers all the leading issues faced by brand strategists today, with both gravitas and intelligent insight. It reveals new thinking on topics such as putting culture and content into brands, the impact of private labels and the comeback of local brands. This updated fifth edition builds on the book's already impressive reputation, including new content that will help students and practitioners stay up to date with targeting, with relevant research and market knowledge to support the discipline. With dedicated sections for specific types of brands (luxury, corporate and retail), international examples and case studies from companies such as Audi, Nivea, Toyota and Absolut Vodka; plus models and frameworks such as the Brand Identity Prism; The New Strategic Brand Management remains at the forefront of strategic brand thinking.

Strategic Brand Management

Jean-Noël Kapferer
Strategic Brand Management Book PDF

Author : Jean-Noël Kapferer
Publisher : Simon and Schuster
Page : 360 pages
File Size : 47,7 Mb
Release : 1994
Category : Business & Economics
ISBN : 9780029170458

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Strategic Brand Management by Jean-Noël Kapferer Pdf

"The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature".--Philip Kotler".An invaluable reference for designers, marketing managers and brand managers alike".--Design magazine.

Advances in Luxury Brand Management

Jean-Noël Kapferer,Joachim Kernstock,Tim Oliver Brexendorf,Shaun M. Powell
Advances in Luxury Brand Management Book PDF

Author : Jean-Noël Kapferer,Joachim Kernstock,Tim Oliver Brexendorf,Shaun M. Powell
Publisher : Springer
Page : 256 pages
File Size : 42,5 Mb
Release : 2017-09-21
Category : Business & Economics
ISBN : 9783319511276

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Advances in Luxury Brand Management by Jean-Noël Kapferer,Joachim Kernstock,Tim Oliver Brexendorf,Shaun M. Powell Pdf

Presenting some of the most significant research on the modern understanding of luxury, this edited collection of articles from the Journal of Brand Management explores the complex relationships consumers tie with luxury, and the unique characteristics of luxury brand management. Covering the segmentation of luxury consumers worldwide, the specificity of luxury management, the role of sustainability for luxury brands and major insights from a customer point of view, Advances in Luxury Brand Management is essential reading for upper level students as well as scholars and discerning practitioners.

Brand Management

Paolo Popoli
Brand Management Book PDF

Author : Paolo Popoli
Publisher : BoD – Books on Demand
Page : 212 pages
File Size : 50,7 Mb
Release : 2017-11-08
Category : Business & Economics
ISBN : 9789535135975

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Brand Management by Paolo Popoli Pdf

This book is an original, high-quality collection of chapters about highly topical and important brand management issues, and it shows both theoretical and empiric analysis. The 10 selected chapters are referred, with original contents and rigorous research methodologies, to some important challenges the brand management has to face in the current competitive contexts, characterized by the dominance of the intangible resources and the new information and communication technologies. Written by leading academics, this book is dedicated not only to marketing and management scholars but also to students wanting to investigate the knowledge concerning special fields and special brand management themes. As well to the practitioners who can find a wide reference also to the managerial implication from the strategic and operative perspectives.

Brands and Brand Management

Barbara Loken,Rohini Ahluwalia
Brands and Brand Management Book PDF

Author : Barbara Loken,Rohini Ahluwalia
Publisher : Psychology Press
Page : 340 pages
File Size : 40,5 Mb
Release : 2023-04-28
Category : Business & Economics
ISBN : 9781000946314

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Brands and Brand Management by Barbara Loken,Rohini Ahluwalia Pdf

Very few books exist that meaningfully integrate the rich and vast body of scientific research and theories that have accumulated in the field, relating to both traditional and contemporary topics in branding. This book accomplishes that task, with contributions from leading experts in the science of branding, national and international. The book should appeal to all students, faculty, and marketing professionals with an interest in research findings about brands, and an interest in deepening their understanding of how consumers view brands.

Brand Management

Tilde Heding,Charlotte F. Knudtzen,Mogens Bjerre
Brand Management Book PDF

Author : Tilde Heding,Charlotte F. Knudtzen,Mogens Bjerre
Publisher : Routledge
Page : 389 pages
File Size : 53,9 Mb
Release : 2020-05-10
Category : Business & Economics
ISBN : 9781000065527

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Brand Management by Tilde Heding,Charlotte F. Knudtzen,Mogens Bjerre Pdf

Brand Management: Mastering Research, Theory and Practice is a valuable resource for those looking to understand how a brand can be conceptualized and thus managed in all its complexity. Going beyond the 'quick fixes' of branding, it offers a comprehensive overview of brand management theories from the last 35 years. A highly regarded textbook, this fully updated third edition brings fresh perspectives on the latest research in, and analysis of, the various approaches to brand management. More than 1,000 academic sources have been carefully divided into a taxonomy with eight schools of thought – offering depth, breadth and precision to one of the most elusive management disciplines of our time. Perfectly marrying theory with practice, this comprehensive text is particularly useful for advanced undergraduate and postgraduate students of brand management, strategy and marketing.

B2B Brand Management

Philip Kotler,Waldemar Pfoertsch
B2B Brand Management Book PDF

Author : Philip Kotler,Waldemar Pfoertsch
Publisher : Springer Science & Business Media
Page : 368 pages
File Size : 40,7 Mb
Release : 2006-09-22
Category : Business & Economics
ISBN : 9783540447290

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B2B Brand Management by Philip Kotler,Waldemar Pfoertsch Pdf

This is one of the first books to probe deeply into the art and science of branding industrial products. The book comes at a time when more industrial companies need to start using branding in a sophisticated way. It provides the concepts, the theory, and dozens of cases illustrating the successful branding of industrial goods. It offers strategies for a successful development of branding concepts for business markets and explains the benefits and the value a business, product or service provides to industrial customers. As industrial companies are turning to branding this book provides the best practices and hands-on advice for B2B brand management.

Kellogg on Branding

Alice M. Tybout,Tim Calkins
Kellogg on Branding Book PDF

Author : Alice M. Tybout,Tim Calkins
Publisher : John Wiley & Sons
Page : 413 pages
File Size : 41,8 Mb
Release : 2011-01-07
Category : Business & Economics
ISBN : 9781118046036

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Kellogg on Branding by Alice M. Tybout,Tim Calkins Pdf

The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.

Strategic Brand Management in Higher Education

Bang Nguyen,T.C Melewar,Jane Hemsley-Brown
Strategic Brand Management in Higher Education Book PDF

Author : Bang Nguyen,T.C Melewar,Jane Hemsley-Brown
Publisher : Routledge
Page : 276 pages
File Size : 45,7 Mb
Release : 2019-02-13
Category : Business & Economics
ISBN : 9780429639432

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Strategic Brand Management in Higher Education by Bang Nguyen,T.C Melewar,Jane Hemsley-Brown Pdf

University branding has increased substantially, due to demands on universities to enrol greater numbers of students, rising tuition fees, the proliferation of courses, the growing 'internationalization' of universities, financial pressures, and reliance on income from foreign students. As higher education continues to grow, increased competition places more pressure on institutions to market their programs. Technological, social, and economic changes have necessitated a customer-oriented marketing system and a focus on developing the university brand. This book is unique in providing a composite overview of strategy, planning, and measurement informed by ground-breaking research and the experiences of academics. It combines theoretical and methodological aspects of branding with the views of leading exponents of branding in different contexts and across a range of higher education institutions. Expert contributors from research and practice provide relevant and varying perspectives allowing readers to access information on international trends, theory, and practices about branding in higher education. Readers are exposed to the critical elements of strategic brand management, gain insights into the planning process of higher education branding, and gain a solid understanding of the emerging research area of branding concepts in higher education. Advanced students, and researchers will find this book a unique resource and it will also be of interest to brand practitioners in both education and public sector markets.

Brand Management

Michael Beverland
Brand Management Book PDF

Author : Michael Beverland
Publisher : SAGE
Page : 516 pages
File Size : 46,8 Mb
Release : 2018-01-27
Category : Business & Economics
ISBN : 9781526415899

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Brand Management by Michael Beverland Pdf

Presenting the basics of brand management, the book provides both a theoretical and practical guide to brands, placing emphasis on the theory that the consumer is a co-creator in a brand′s identity. In a world in which social media and inclusive digital platforms have increased customer engagement, the role of brands and branding has changed. The line between the producer and the consumer has become blurred; consumers are no longer the recipients of brand identity, but the co-creators, playing a significant role in shaping new products and systems. To help students better understand the basics of brand management, and the co-creation theory, the book includes a collection of geographically diverse case studies, including: Burger King, Lego, Lynx, Maserati, HSBC and Vegemite. The book is complemented by online resources for lecturers and students, including PowerPoint slides, journal articles, web and video links, and a selection of exclusive videos with a professional brand consultant. Suitable reading for students of branding and brand management modules.

Luxury Brand Management

Michel Chevalier,Gerald Mazzalovo
Luxury Brand Management Book PDF

Author : Michel Chevalier,Gerald Mazzalovo
Publisher : John Wiley & Sons
Page : 249 pages
File Size : 47,5 Mb
Release : 2012-05-18
Category : Business & Economics
ISBN : 9781118171790

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Luxury Brand Management by Michel Chevalier,Gerald Mazzalovo Pdf

The definitive guide to managing a luxury brand, newly revised and updated What defines a luxury brand? Traditional wisdom suggests that it's one that's selective and exclusive—to such a degree that only one brand can exist within each retail category (automobiles, fragrances, cosmetics, etc.). But this definition is inherently restrictive, failing to take into account the way in which luxury brands today are increasingly identified as such by their placement in stores and how consumers perceive them. This revised and updated edition of Luxury Brand Management, the first comprehensive book on luxury brand management, looks at the world of branding today. Written by two renowned insiders, the book builds on this new, broader definition of luxury and examines more than 450 internationally known brands from a wide range of industries. Packed with new information covering the financial crisis's impact on luxury brands, and looking towards a new period of growth, the book reconciles management, marketing, and creation with real-life examples and management tools that the authors have successfully used in their professional careers. Includes dedicated chapters focusing on each of the main functions of a luxury brand, including brand creation, the complexity of managing brand identity, the convergence of arts and brands, and much more Addresses the practical functions that can make or break bottom lines and affect brand perception, such as distribution, retailing, logistics, and licensing Focuses on brand life-cycle, brand identity, and licensing issues A compelling and comprehensive examination of the different dimensions of luxury management in various sectors, this new edition of the classic text on brand management is essential reading for anyone working with or interested in making the most of a luxury brand in the post-recession world.

The Routledge Companion to Contemporary Brand Management

Francesca Dall'Olmo Riley,Jaywant Singh,Charles Blankson
The Routledge Companion to Contemporary Brand Management Book PDF

Author : Francesca Dall'Olmo Riley,Jaywant Singh,Charles Blankson
Publisher : Routledge
Page : 818 pages
File Size : 49,5 Mb
Release : 2016-07-15
Category : Business & Economics
ISBN : 9781317751571

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The Routledge Companion to Contemporary Brand Management by Francesca Dall'Olmo Riley,Jaywant Singh,Charles Blankson Pdf

The amount and range of brand related literature published in the last fifty years can be overwhelming for brand scholars. This Companion provides a uniquely comprehensive overview of contemporary issues in brand management research, and the challenges faced by brands and their managers. Original contributions from an international range of established and emerging scholars from Europe, US, Asia and Africa, provide a diverse range of insights on different areas of branding, reflecting the state of the art and insights into future challenges. Designed to provide not only a comprehensive overview, but also to stimulate new insights, this will be an essential resource for researchers, educators and advanced students in branding and brand management, consumer behaviour, marketing and advertising.