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