By Paul Temporal
Paul Temporal has written a remarkably insightful ebook on easy methods to construct powerful manufacturers. he addresses each factor in model administration with sound theories and exceptional examples. this can be the most effective books on model administration to aid any corporation construct strong manufacturers. - Philip Kotler
Those development and dealing with model resources will locate the problems dealing with them addressed in complicated model administration with readability, perception, and an easy-to-read sort. Chock choked with case reports, I specially chanced on important and stimulating, the author's willingness to provide severe judgments of brand name judgements. - David Aaker
Paul Temporal's new ebook is attention-grabbing, interesting, well-written, and loaded with every little thing you want to understand to regulate a model. What extra may possibly you will want? learn it! - Al Ries
Brands in Asia are a paradox. everybody believes in them, however the skill to create them frequently lags some distance in the back of. to people who think that branding is simply a passing type, this e-book is a strong corrective. Paul Temporal describes in magisterial aspect the philosophy, yet specifically, the perform of branding. As such, it's a important software for all those that think that Asia's destiny lies in strategic strategies. - Miles Young
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Extra resources for Advanced brand management : managing brands in a changing world
Videos of people drinking with others on different occasions led to a paradigm shift in thinking. After an 18-month boardroom “discussion,” it was decided that the company was in the business not of manufacturing and selling highquality liquor, but of marketing fashion accessories. The consumer insight was seeing people “wear” their drinks as they would a watch, bracelet, or other fashion accessory. Nike isn’t in the business of marketing sports shoes and accessories; the brand says it wants to help athletes and ordinary people get the best out of themselves.
The first event—held in October 2000—was a tremendous success, and similar events followed over subsequent years in different parts of the country. Additional activities included marketing staff staying in villagers’ homes for two days to gain a detailed insight into the usage and buying patterns of household, personal care, and food products. All such events were planned well in advance and started with a meeting with the head of the village and his committee. The team was briefed on the objectives of the event and the type of activities to be organized.
Customer relationship management, as a discipline, is now regarded as a necessary part of the brand manager’s skill repertoire. This topic is dealt with in detail in Chapter 7. 0 (the new digital Internet revolution) has forced traditional brand companies to enhance their established Internet branding strategies. The virtual world raises additional problems for the brand manager, especially in terms of providing consumers with a consistent brand experience. The Internet world is complex and extremely volatile, but the rewards can be huge.