Advanced Brand Management 3rd Edition

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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 : 49,6 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 : 207 pages
File Size : 42,8 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.

Strategic Brand Management, 3rd Edition

Alexander Chernev
Strategic Brand Management 3rd Edition Book PDF

Author : Alexander Chernev
Publisher : Cerebellum Press
Page : 446 pages
File Size : 40,8 Mb
Release : 2020-01-31
Category : Business & Economics
ISBN : 8210379456XXX

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Strategic Brand Management, 3rd Edition by Alexander Chernev Pdf

In Strategic Brand Management, Alexander Chernev, professor of marketing at the renowned Kellogg School of Management at Northwestern University, lays out a systematic approach to understanding the key principles of building enduring brands. This book presents a cohesive framework for brand management that delineates the unique role of brands as a means of creating market value. Topics covered include developing a meaningful value proposition, designing brand attributes, developing an impactful brand communication campaign, managing brand portfolios, cobranding, brand repositioning and realignment, managing brand extensions, measuring brand impact, the legal aspects of protecting the brand, and developing a strategic brand management plan. Clear, succinct, and practical, Strategic Brand Management is the definitive text on building strong brands.

Advanced Brand Management

Paul Temporal
Advanced Brand Management Book PDF

Author : Paul Temporal
Publisher : John Wiley & Sons
Page : 320 pages
File Size : 53,8 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.

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 : 55,7 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.

Strategic Brand Management, 3rd Edition

Alexander Chernev
Strategic Brand Management 3rd Edition Book PDF

Author : Alexander Chernev
Publisher : Unknown
Page : 266 pages
File Size : 41,6 Mb
Release : 2020-02-15
Category : Business & Economics
ISBN : 193657263X

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Strategic Brand Management, 3rd Edition by Alexander Chernev Pdf

Strategic Brand Management (3rd Edition) lays out a systematic approach to understanding the key principles of building enduring brands and presents an actionable framework for brand management. Clear, succinct, and practical, it is the definitive text on building strong brands.

Branding for the Public Sector

Paul Temporal
Branding for the Public Sector Book PDF

Author : Paul Temporal
Publisher : John Wiley & Sons
Page : 288 pages
File Size : 45,9 Mb
Release : 2015-01-12
Category : Business & Economics
ISBN : 9781118756317

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Branding for the Public Sector by Paul Temporal Pdf

How to apply for-profit marketing strategies to non-profit organizations Branding for the Public Sector presents powerful and effective branding strategies for the public sector illustrated through case studies and examples. The book covers branding architecture, brand vision, market research, brand perception, engagement, communication, managing brand change and much more. Additionally, the book highlights the future of public sector branding and how organizations in the public sector may be a key driver of economic growth and prosperity through the twenty-first century. Branding for the Public Sector offers expert guidance for managers and leaders who want to build powerful, influential brands in the public sector. Presents strategies and actions for building a powerful, memorable public sector brand Explains why the public sector will be the next huge growth sector in branding Explores the competencies needed to successfully manage a public sector brand

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 : 42,7 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.

Best Practice Cases in Branding

Kevin Lane Keller
Best Practice Cases in Branding Book PDF

Author : Kevin Lane Keller
Publisher : Prentice Hall
Page : 0 pages
File Size : 51,6 Mb
Release : 2003
Category : Brand name products
ISBN : 0131411330

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Best Practice Cases in Branding by Kevin Lane Keller Pdf

The twelve cases in this book, written by Kevin Lane Keller, one of the international leaders in the study of strategic brand management and integrated marketing communications, feature some of the world's most successful brands and companies, including Levi Strauss & Co., Intel, Nike, and DuPont. Keller's cases examine the strategic brand management process, best practice guidelines, and how to best build and manage brand equity. For executives and managers in marketing and/or brand management. This book is suggested for use withStrategic Brand Management, 2e, also by Kevin Lane Keller and published by Prentice Hall.

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 : 52,8 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.

Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition

Kevin Lane Keller,Vanitha Swaminathan
Strategic Brand Management Building Measuring and Managing Brand Equity Global Edition Book PDF

Author : Kevin Lane Keller,Vanitha Swaminathan
Publisher : Pearson UK
Page : 622 pages
File Size : 42,7 Mb
Release : 2019-07-04
Category : Business & Economics
ISBN : 9781292314990

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Strategic Brand Management: Building, Measuring, and Managing Brand Equity, Global Edition by Kevin Lane Keller,Vanitha Swaminathan Pdf

For courses in brand management. Create profitable brand strategies by building, measuring, and managing brand equity Strategic Brand Management: Building, Measuring, and Managing Brand Equity looks at branding from the perspective of the consumer, and provides a framework that identifies, defines, and measures brand equity. Using insight from both academics and industry practitioners, the text draws on illustrative examples and case studies of brands marketed in the US and all over the world. New co-author and award-winning scholar Vanitha Swaminathan, joins Kevin Lane Keller on this exciting, new 5th Edition. This edition also features a greater focus on digital branding, so students are aware of the exciting new opportunities and daunting challenges brands must face in connecting with today's consumers. The full text downloaded to your computer With eBooks you can: search for key concepts, words and phrases make highlights and notes as you study share your notes with friends eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps. Upon purchase, you will receive via email the code and instructions on how to access this product. Time limit The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

Brand Management

Michael Beverland
Brand Management Book PDF

Author : Michael Beverland
Publisher : SAGE
Page : 516 pages
File Size : 49,9 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.

Strategic Marketing: Planning and Control

Graeme Drummond,John Ensor,Ruth Ashford
Strategic Marketing Planning and Control Book PDF

Author : Graeme Drummond,John Ensor,Ruth Ashford
Publisher : Routledge
Page : 322 pages
File Size : 47,6 Mb
Release : 2007-06-01
Category : Business & Economics
ISBN : 9781136362378

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Strategic Marketing: Planning and Control by Graeme Drummond,John Ensor,Ruth Ashford Pdf

Strategic Marketing: planning and control covers contemporary issues by exploring current developments in marketing theory and practice including the concept of a market-led orientation and a resource/asset-based approach to internal analysis and planning. The text provides a synthesis of key strategic marketing concepts in a concise and comprehensive way, and is tightly written to accommodate the reading time pressures on students. The material is highly exam focused and has been class tested and refined. Completely revised and updated, the second edition of Strategic Marketing: planning and control includes chapters on 'competitive intelligence', 'strategy formulation' and 'strategic implementation'. The final chapter, featuring mini case studies, has been thoroughly revised with new and up to date case material.

Advanced Theory and Practice in Sport Marketing

Eric C. Schwarz,Jason D. Hunter
Advanced Theory and Practice in Sport Marketing Book PDF

Author : Eric C. Schwarz,Jason D. Hunter
Publisher : Routledge
Page : 613 pages
File Size : 44,8 Mb
Release : 2017-12-18
Category : Business & Economics
ISBN : 9781351667623

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Advanced Theory and Practice in Sport Marketing by Eric C. Schwarz,Jason D. Hunter Pdf

Effective marketing is essential for any successful sport organization, from elite international teams to local leagues. Now in a fully revised and updated third edition, Advanced Theory and Practice in Sport Marketing is still the only text to introduce key theory and best practice at an advanced level. This new edition goes beyond the introductory marketing course by exploring advanced marketing theories related to social responsibility, global issues, information systems, consumer behavior, product management, logistics, sales, promotions, and social/digital/mobile media. New to the edition are sections on branding, destination marketing, and performance evaluation that demonstrate how to measure impacts through sport marketing and how to use analytics to determine sport marketing success. Every chapter contains extended case studies and theory-to-practice insights from marketing professionals around the world and a companion website includes an impressive array of additional teaching and learning resources. Advanced Theory and Practice in Sport Marketing goes further than any other textbook to prepare students for the real world of sport marketing. It is essential reading for any upper-level undergraduate or postgraduate course in sport marketing or sport business.

Strategic Brand Management

Kevin Lane Keller
Strategic Brand Management Book PDF

Author : Kevin Lane Keller
Publisher : Prentice Hall
Page : 562 pages
File Size : 48,5 Mb
Release : 2013
Category : Business & Economics
ISBN : 0132664259

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Strategic Brand Management by Kevin Lane Keller Pdf

Incorporating the latest industry thinking and developments, this exploration of brands, brand equity, and strategic brand management combines a comprehensive theoretical foundation with numerous techniques and practical insights for making better day-to-day and long-term brand decisions–and thus improving the long-term profitability of specific brand strategies.