Advanced Brand Management - Managing Brands In A Changing World

　　"Advanced Brand Management: From Vision to Valuation" has beenspecifically for anyone who wants to know how to manage the mostvaluable assets in the business world - brands. In this revisededition, Paul Temporal, one of the world's leading brand experts,presents a complete guide on developing and managing sophisticatedstrategies that will ensure sustainable brand value. Dr. Temporalgives answers to the many questions that are often asked, coveringvital issues such as, How to gain valuable consumer insights Howcompanies use emotion to secure brand success The differences andsimilarities between B2B and B2C branding How to create a brandvision How companies create power brand strategies What positioningstrategies bring outstanding results How to look at and solve brandarchitecture challenges What to consider in extending,revitalizing, re-positioning and deleting brands, includingco-branding How to build a brand culture, engage employees andcarry out internal branding How to create a total communicationsstrategy, including Corporate Social Responsibility (CSR) How tobuild a brand on the Internet Critical issues in brand managementand the role of speed, agility and innovation How to structurebrand guardianship and management How to track brand success andareas for improvementWhether you are in control of an establishedcompany, starting up a new one, or have responsibility for a brandin any industry or sector, this book is a great investment. Morethan 25 case studies play their part in delivering a practicalapproach to the topics, helping you learn from the good andnot-so-good international brand management initiatives. Revised andupdated, the cases include: Google YouTube, MySpace and FacebookZara Caterpillar Intel LVMH Yahoo Unilever Hallmark Dubai AluminiumLG and Samsung Dell HSBC Philips Starbucks United Overseas BankApple Lenovo The Obama-Clinton brand battle Plus moreThisstimulating book also features a brand management toolkit where youwill find an invaluable collection of questions, exercises andnotes culled from Dr Temporal's wealth of experience. The toolkitwill provide you with your own personal consultancy checklists andsupport to improve and secure your brand equity. This and the restof the chapters complete the most indispensable and practical bookon brand management ever written.