The Chartered Institute of Marketing

Marketing Book Reviews - February 2010		Back

	Advanced Brand Management: Managing Brands in a Changing World, 2nd Edition By Paul Temporal Published by John Wiley & Sons (Asia) Pte Ltd ISBN: 978-0-470-82449-8 Hardback; 256 pages
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 and 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 will be an excellent source for developing advanced brand strategies to ensure lasting brand value.
	China 2.0: The Transformation of an Emerging Superpower By Marina Zhang with Bruce W. Stening Published by John Wiley & Sons (Asia) Pte Ltd ISBN: 978-0-470-82423-8 Hardback; 256 pages
The impact of Web 2.0 has been much more profound on China than on any other country. The levels of connectivity and collaboration among Chinese netizens have been staggering. This mobilization of public opinion has created a new social order in China, and is generating a level of political transparency and institutional reform which China has thus far avoided. In other words, the era of China 2.0 has dawned. Published by John Wiley & Sons (Asia) Pte Ltd, China 2.0: The Transformation of an Emerging Superpower maps the ways in which China is being changed socially, politically, technologically and economically. It is a showcase of business transformations the whole world is trying to understand - the paradigmatic shift to conducting business in an environment of increasing globalization, open information, mobilization of public opinion and large-scale social networking. More importantly, the book provides provocative ideas for readers to consider regarding the revolution that China is going through and how they might capitalize on the multitude of opportunities it is creating. Although the full impact of the Web 2.0 revolution in China is impossible to predict, its direction is clear and its size is unprecedented. Anyone whose life is impacted by engagement with China needs to read this book for two reasons: first, to understand why much of the old wisdom about China is now irrelevant; and, second, to learn how to get prepared for the exciting and interesting road ahead. Foreign firms and business people who do not have a firm grasp of these changes and the effective means to deal with them will find their futures seriously compromised.











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