Advanced brand management:managing brands in a changing world

作者：  (新加坡)保罗·藤甫诺(Paul Temporal)著;牛国朋译

出版社：清华大学出版社,2010

简介：　　 品牌从未如今天这般重要。经济和市场变幻莫测，技术和创新突飞猛 　　进，无论是实业公司还是网络公司都必须大力打造自己的品牌才有可能生 　　存。作为品牌管理的资深专家，保罗?藤甫诺以40多个典型案例阐述品牌管 　　理的理论与实战，讲解市场营销领域的机遇与挑战，涵盖了品牌战略制定 　　、价值评估、定位与文化等品牌管理的方方面面。实战案例既有维真、宝 　　洁、家乐福等珠玉在前，也有谷歌、苹果、ZARA等新晋之秀。全新的第2版 　　还纳入了营销领域的最新理论与应用，增加数字时代背景下品牌管理的新 　　内容，如Facebook、Twitter等网络品牌。 　　

Advanced Brand Management:From Vision to Valuation

作者：  (新加坡)保罗·藤甫诺(Paul Temporal)著;高靖，刘银娜译

出版社：清华大学出版社,2004

简介：本书介绍如何制定品牌战略和管理品牌，并深入剖析25个经典案例，使您轻松掌握品牌管理之道。本书堪称品牌管理百宝襄，收集了许多颇有价值的疑问和实战方案。该书分析深入，点评透彻，所兴案例贴近中国读者的工作和生活实际。主要向读者呈献如下内容：如何确定品牌愿影；如何制定品牌战略；如何评估品牌价值；如何选择品牌定位战略；如何创建品牌文化；如何利用公共关系创建品牌；如何进行品牌延伸、品牌复兴和品牌淘汰；相信生动的案例分析，精确到位的点评，庖丁解牛般的剖析会让您领悟到品牌管理别有洞天！

亚洲的星级商标/ASIA'S STAR BRANDS

作者：  Paul Temporal 著

出版社：John Wiley & Sons 2006-1-1

简介：Asia's Star Brands offers a unique insight into the world of branding in Asia. Whilst Asia continues to thrive, its companies have often lagged behind in the global branding scene. But times are changing, and this book highlights how Asian organizations are responding to the challenge through the study of more than 30 cases throughout the region. Among the case studies featured are: Samsung Nissan Tiger Beer OSIM Infosys Raffles International In a fascinating and in-depth look at a broad spectrum of branding strategies and activities across many industries, this book offers a plethora of ideas and opinions on what it takes to develop a great brand. If you are a chairman or board member chief brand officer chief executive marketing director brand or marketing manager communications specialist management consultant or business advisor financial controller business student owner-manager entrepreneur You must read this book: Learn from others and change your mindset. Dr Paul Temporal is Asia's leading global expert on brand creation, development and management with over 25 years of experience in consulting and training and is well known for his practical and results-oriented approach. He has consulted for many of the top corporations and governments in Asia and across the world, has lectured for leading business schools, and is a Visiting Professor in Marketing at Shanghai Jiao Tong University, China. Dr Temporal has also published many best selling books including Branding in Asia and Advanced Brand Management. He is group managing director at Temporal Brand Consulting, and can be contacted at www.temporalbrand.com.

Advanced Brand Management - Managing Brands In A Changing World

作者：  Paul Temporal　著

出版社：Wiley 2010年3月

简介：　　"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.