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:
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.