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Advanced brand management : managing brands in a changing world

The most indispensable and practical book on brand management ever! One of the world's leading brand experts Paul Temporal provides a complete guide on developing and managing sophisticated strategies that will ensure sustainable brand value

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Detail Information

Series Title

-

Call Number

[KOM-LIB-198]

Publisher

Singapore ; Hoboken, NJ : John Wiley & Sons., 2010

Collation

xix, 350 pages : illustrations ; 24 cm

Language

English

ISBN/ISSN

9780470824498

Classification

658.827

Content Type

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Media Type

-

Carrier Type

-

Edition

2nd ed

Subject(s)

Brand name products -- Management.
Markenpolitik.

Specific Detail Info

The changing roles of brand management -- Building a brand strategy -- Positioning and brand management -- Brand architecture -- Three great dilemmas: brand stretch, brand revitalization, and brand deletion -- Total communications for brand management -- Relationship management, relationship brands, and the new digital world -- "Long live the brand!": creating a brand culture -- Measuring brand success: market research and brand valuation.

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