Advanced brand management: managing brands in a changing world
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Singapore
Wiley
2010
|
| Ausgabe: | 2. ed. |
| Schlagworte: | |
| Online-Zugang: | Contributor biographical information Publisher description Table of contents Inhaltsverzeichnis |
| Beschreibung: | Includes index |
| Beschreibung: | XIX, 350 S. graph. Darst. 24 cm |
| ISBN: | 9780470824498 |
Internformat
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Datensatz im Suchindex
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| adam_text | Titel: Advanced brand management
Autor: Temporal, Paul
Jahr: 2010
Contents
Acknowledgments...................................................................................ix
Preface.............................................................................................................xi
Introduction..............................................................................................xiii
1 The Changing Roles of Brand Management.......................1
THUNG KULA FARM: From Commodity Product
to Premium Brand...............................................................................11
2 Building a Brand Strategy............................................................19
HALLMARK INC.: The Business of the Hallmark
Brand?A Paradigm Shift in Thinking.....................................21
UNILEVER MALAYSIA: Romancing the Customer..............23
LAND ROVER: Turning Rational Attributes into an
Emotional Brand Personality......................................................32
ABSOLUT VODKA: A Brand Built on a Powerful
Personality.............................................................................................33
APPLE: Creating Appeal, Desire, and Trust..........................39
ZARA: For Fast Fashion Fans........................................................43
SAMSUNG: Speed, Innovation, and More
Choice for Customers...................................................................44
3 Positioning and Brand Management.....................................47
INNOCENT DRINKS: Ethics and Social Responsibility
Can Mix with Fun.............................................................................56
NIKE: Multi-Positioning Strategies..........................................60
VI Contents
LG ELECTRONICS (LG): Life s Good .....................................68
HAIER: Positioning an Asian Brand in a
Sophisticated Western Market: Those
Who Dare Wins?..............................................................................90
4 Brand Architecture.........................................................................97
RAFFLES INTERNATIONAL: Master Branding
Endorsement......................................................................................103
SONY AND ERICSSON: A Winning Partnership?..............110
MARRIOTT INTERNATIONAL INC.: Acquisitions and
the Problem of Brand Fit.............................................................117
CARREFOUR SA (FRANCE) VERSUS AHOLD NV
(HOLLAND): Mergers and Acquisitions?Global
versus Product Naming.................................................................119
MOLT HENNESSY LOUIS VUITTON GROUP (LVMH):
The House of Luxury Brands....................................................123
5 Three Great Dilemmas: Brand Stretch, Brand
Revitalization, and Brand Deletion.....................................129
CATERPILLAR INC.: An Example of Successful
Brand Extension................................................................................136
WRIGLEY: Gum Does Stretch!.................................................140
TAB DIET SODA: The Customer Lifeline..............................143
MAZDA: The Revitalization of a Brand...............................144
OLDSMOBILE: The Final Parking Lot......................................157
6 Total Communications for Brand Management..........161
HELLO KITTY: Damage Limitation:
Quick Response...............................................................................178
MCDONALD S: Damage Limitation:
Slow Response..................................................................................179
Contents VII
SINGAPORE AIRLINES: Thrust into
Disaster?PR in Action................................................................180
MALAYSIA AIRLINES: Analysis of Advertising Copy
for Perceived Brand Personality............................................186
CHIVAS REGAL: Live with Chivalry ....................................192
PROCTER 8 GAMBLE: Cross-Cultural Insights
Shape Brand Communications................................................194
7 Relationship Management, Relationship Brands,
and the New Digital World....................................................201
MTV: Will Internet Kill the Video Star?.............................215
FACEBOOK: See You There!.......................................................223
MYSPACE: A Site That Needs to Reinvent Itself..........228
TWITTER: A Simple Idea Really Soars.................................229
BUILDING BRAND OBAMA: Using Online and
Offline Strategies...........................................................................235
GOOGLE: Never Settle for the Best ..............................237
8 Long Live the Brand! :
Creating a Brand Culture.........................................................243
THE VIRGIN GROUP: Let s Have Some Fun!......................253
INTEL CORPORATION: Training for Maximum
Brand Performance........................................................................258
PHILIPS: Brand Philosophy: Making Brand
Guardianship Happen..................................................................267
OPUS INTERNATIONAL GROUP PLC: Branding
Means Commitment and Total Change............................271
ACER Model of Brand Anatomy and Management........281
9 Measuring Brand Success:
Market Research and Brand Valuation............................285
VIII Contents
LLOYDS TSB: Tagging Customers for Increased
Profitability and Satisfaction....................................................291
DIAGEO: Performance Tracking................................................316
10 Conclusion.........................................................................................319
Appendix: Your Brand Management Toolkit..........................321
Index................................................................................................................339
|
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| isbn | 9780470824498 |
| language | English |
| lccn | 2002511187 |
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| spelling | Temporal, Paul Verfasser aut Advanced brand management managing brands in a changing world Paul Temporal 2. ed. Singapore Wiley 2010 XIX, 350 S. graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Includes index aBrand name products xManagement Produktmanagement (DE-588)4125960-9 gnd rswk-swf Produktmanagement (DE-588)4125960-9 s DE-604 http://www.loc.gov/catdir/bios/wiley044/2002511187.html Contributor biographical information http://www.loc.gov/catdir/description/wiley036/2002511187.html Publisher description http://www.loc.gov/catdir/toc/wiley023/2002511187.html Table of contents HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020580700&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| title | Advanced brand management managing brands in a changing world |
| title_auth | Advanced brand management managing brands in a changing world |
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| title_full | Advanced brand management managing brands in a changing world Paul Temporal |
| title_fullStr | Advanced brand management managing brands in a changing world Paul Temporal |
| title_full_unstemmed | Advanced brand management managing brands in a changing world Paul Temporal |
| title_short | Advanced brand management |
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