Advanced Brand Management Toolkit
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- Wiley
More About This Title Advanced Brand Management Toolkit
English
Paul Temporal is a leading global expert on brand creation, development and management with over twenty years experience in consulting and training. He has worked with leading companies and governments, and is well known for his practical and results-oriented approach, resulting in record year on year profit increases for many clients. He is also the author of best-selling branding books, Corporate Charisma, Strategic Positioning, Branding in Asia, Hi-Tech Hi-Touch Branding, and Romancing the Customer, and is a highly sought after event and conference speaker. He was educated at Leeds and Oxford Universities and is based in Singapore.
English
1. Acknowledgments.
2. Preface.
3. The Changing Roles of Brand Management.
4. Brand Vision, Strategy, and Consumer Insight.
5. Positioning and Brand Management.
6. Brand Architecture.
7. Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion.
7. Total Communications for Brand Management.
8. E-brand Management and Customer Relationship Management.
9. "Long Live the Brand!": Creating a Brand Culture.
10. Measuring Brand Success: Market Research and Brand Valuation.
11. Conclusion.
12. Appendix: Your Brand Management Toolkit.
13. Index.
2. Preface.
3. The Changing Roles of Brand Management.
4. Brand Vision, Strategy, and Consumer Insight.
5. Positioning and Brand Management.
6. Brand Architecture.
7. Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion.
7. Total Communications for Brand Management.
8. E-brand Management and Customer Relationship Management.
9. "Long Live the Brand!": Creating a Brand Culture.
10. Measuring Brand Success: Market Research and Brand Valuation.
11. Conclusion.
12. Appendix: Your Brand Management Toolkit.
13. Index.
English
“…a description of what brand management is, but also a manifesto for the exciting interdisciplinary challenge it should be…”(Marketing, 17 April 2003)
