from vision to valuation Temporal, Paul Primary Author mixed material bibliography Singapore John Wiley & Sons 2002 en English

Printed Material

xv, 296 p. : case studies, index ; 24 cm. Advanced Brand Management: From Vision to Valuation has been specifically written for anyone who needs to know how to manage the most valuable assets in the business world - brands. Paul Temporal, one of the world’s leading branding experts, presents a guide on developing and managing sophisticated stratEgies that will ensure lasting brand value. Dr Temporal gives answers to the many questions that are often asked, covering vital issues such as: a.How to create a brand vision b. How companies create brand strategies c. How brands are valued d. What positioning strategies firms use e. How a brand culture is created f. How public relations can help build a brand g. What brand architecture options are possible h. What to consider in extending revitalizing and deleting brands i. How to take a brand into a new marekt j. Structuring the company for brand guardianship and management More than 25 case studies play their part in delivering a practical approach to the topics, helping you learn from the good and not-so-good international brand management initiatives including: Caterpillar, Hallmark, Hang Seng Bank, Intel, Jim Beam, Lloyds TSB, Mazda, Moet Hennessy Louis Vuitton Group (LVMH), Philips, Singapore Airlines, Unilever, Virgin TABLE OF CONTENTS Acknowledgments vii Preface ix 1. The Changing Roles of Brand Management 2. Brand Vision, Strategy, and Consumer Insight Hallmark Inc.: The business of the Hallmark brand--a paradigm shift in thinking Unilever Malaysia: Romancing the consumer Land Rover: Turning rational attributes into an emotional brand personality Phil Corporation’s GoKhatak: Building a new brand 3. Positioning and Brand Management Lollipops: Growing a category by positioning generic products to different market segments Haier: Positioning an Asian brand in a sophisticated Western market: Those who dare will win? 4. Brand Architecture Raffles International: Master branding endorsement Sony and Ericsson: A winning partnership? Sundsvall: Hybrid branding--one drink too many! Marriott International Inc.: Acquisitions and the problem of brand fit Carrefour SA (France) versus Ahold NV (Holland): Mergers and acquisitions--global versus product naming Moet Hennessy Louis Vuitton Group (LVMH): The house of luxury brands 5. Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion Caterpillar Inc.: An example of successful brand extension Wrigley: Gum does stretch! Tab Diet Soda: The customer lifeline Mazda: The revitalization of a brand Oldsmobile: The final parking lot 6. Total Communications for Brand Management Jim Beam: Global repositioning and local adaptation expressed through market communications Hello Kitty: Damage limitation--quick response McDonald’s: Damage limitation--slow response Singapore Airlines: Thrust into disaster--PR in action Malaysia Airlines: Analysis of advertising copy for perceived brand personality 7. E-brand Management and Customer Relationship Management Hang Seng Bank: Forging an e-image 8. "Long Live the Brand!": Creating a Brand Culture The Virgin Group: Let’s have some fun! Intel Corporation: Training for maximum brand performance Philips: Brand philosophy--making brand guardianship happen Acer: Model of brand anatomy and management 9. Measuring Brand Success: Market Research and Brand Valuation Lloyds TSB: Tagging customers for increased profitability and satisfaction Diageo: Performance tracking 10. Conclusion Appendix Your Brand Management Toolkit Index Communication Strategic planning Strategic Management Case Studies Culture Customer relations Product management BH 79 047147925X Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BH 79 Tem 31097 Short Loan (Short Loan) BH 79 Tem 15839 2002-04-20 00:00:00 2022-10-12 09:00:36 machine generated