Download PDF by Paul Temporal: Advanced brand management : managing brands in a changing

By Paul Temporal

ISBN-10: 0470824492

ISBN-13: 9780470824498

Paul Temporal has written a remarkably insightful e-book on easy methods to construct powerful manufacturers. he addresses each factor in model administration with sound theories and awesome examples. this can be the most effective books on model administration to aid any corporation construct strong manufacturers. - Philip Kotler

Those development and handling model resources will locate the problems dealing with them addressed in complicated model administration with readability, perception, and an easy-to-read kind. Chock jam-packed with case reviews, I particularly came across worthy and stimulating, the author's willingness to provide serious judgments of name judgements. - David Aaker

Paul Temporal's new booklet is fascinating, wonderful, well-written, and loaded with every thing you want to understand to control a model. What extra may well you will have? learn it! - Al Ries

Brands in Asia are a paradox. every person believes in them, however the skill to create them frequently lags a long way in the back of. to those that think that branding is simply a passing model, this e-book is a strong corrective. Paul Temporal describes in magisterial aspect the philosophy, yet mainly, the perform of branding. As such, it's a important device for all those that think that Asia's destiny lies in strategic suggestions. - Miles Young

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Extra resources for Advanced brand management : managing brands in a changing world

Example text

The words “knowledgeable,” “trustworthy,” and “professional,” when brought to life through communications, suggest a more businesslike attitude. The key to the way in which the brand should be communicated is often found in matching the attitude and personality of the brand to that of the consumer, so the importance of understanding what makes a target audience tick shouldn’t be underestimated. If that understanding isn’t there, then the attitude of the brand may turn off the emotional relationship process.

The power brands get to and past the friendship and trust levels. Brands such as Starbucks understand that doing so isn’t merely an option. If it didn’t become friends with its customers, and develop that sense of comfort, familiarity, and dependability, then it would never have reached power brand status. Companies that don’t get to the critical friendship level often get stuck at the awareness stage. Big spending on awareness follows many brand launches, but the subsequent management of the brand may not take it up the ladder.

Constant monitoring of competitive intruders is mandatory, as they may quickly erode the value a brand represents. Brand managers now have to view individual brands within a mix of several brands that satisfy both the consumer’s desire for choice and the seller’s need for profitability and a target audience. As a result of this competition, the creation of new categories has now become important as some of the power brands crowd existing categories with their product line extensions. ) Smart companies are even changing the nature of categories.

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Advanced brand management : managing brands in a changing world by Paul Temporal


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