{"product_id":"9780470824498","title":"Advanced Brand Management Managing Brands in a Changing World","description":"\u003ch1\u003eAdvanced Brand Management\u003c\/h1\u003e\u003ch2\u003eManaging Brands in a Changing World\u003c\/h2\u003e\u003ch3\u003ePaul Temporal\u003c\/h3\u003e\u003cdiv\u003e\u003cb\u003eBusiness \u0026amp; Economics \/ Marketing \/ General\u003c\/b\u003e\u003c\/div\u003e\u003cbr\u003e\u003cdiv\u003e\n\u003cp\u003e\u003ci\u003eAdvanced Brand Management: Managing Brands in a Changing World (Second Edition)\u003c\/i\u003e is a complete guide to managing the most valuable assets in the business world--brands. In this exciting second edition, Paul Temporal, a world-renowned brand expert, explains how to develop and manage sophisticated strategies that will ensure sustainable brand value. Dr. Temporal addresses issues such as:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eHow to gain and use valuable consumer insights\u003c\/li\u003e \u003cli\u003eHow to use emotion to secure brand success\u003c\/li\u003e \u003cli\u003eHow to create a brand vision\u003c\/li\u003e \u003cli\u003eHow to create a power brand strategy\u003c\/li\u003e \u003cli\u003eHow to develop positioning strategies that bring outstanding results\u003c\/li\u003e \u003cli\u003eHow to respond to brand architecture challenges\u003c\/li\u003e \u003cli\u003eWhat to consider in extending, revitalizing, repositioning, and deleting brands\u003c\/li\u003e \u003cli\u003eHow to build a brand culture, engage employees, and carry out internal branding\u003c\/li\u003e \u003cli\u003eHow to create a total communications strategy\u003c\/li\u003e \u003cli\u003eHow to address critical issues in brand management, and the role of speed, agility, and innovation\u003c\/li\u003e \u003cli\u003eHow to structure brand guardianship and management\u003c\/li\u003e \u003cli\u003eHow to track brand success\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eMore than 40 case studies, including both successful and unsuccessful international brand management initiatives, illustrate practical applications of the topics covered. New cases include:\u003c\/p\u003e \u003cul\u003e \u003cli\u003eGoogle; Twitter; MySpace; Facebook; Zara; Opus; Chivas Regal; MTV; P\u0026amp;G; Coca-Cola; Absolut; Nike; LG; Apple; The Obama presidential campaign\u003c\/li\u003e \u003cli\u003ePlus more…\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eThis stimulating book also features a brand management toolkit--an invaluable collection of questions, exercises, and notes culled from Dr. Temporal's wealth of experience. The toolkit will provide you with your own personal consultancy checklists and support, helping to improve and secure your brand equity.\u003c\/p\u003e \u003cp\u003eWhether you are in control of an established company, starting up a new one, or have responsibility for a brand in a particular industry or sector, \u003ci\u003eAdvanced Brand Management\u003c\/i\u003e is an indispensable resource.\u003c\/p\u003e\n\u003c\/div\u003e\u003cdiv\u003e \u003cp\u003e\u003cb\u003eDr. Paul Temporal\u003c\/b\u003e is Asia's leading global expert on brand strategy and management. He has over 25 years of experience in consulting and training, and is a much sought after speaker. He has consulted for many of the top corporations and governments in Asia and across the world, and is well known for his practical and results-oriented approach. He is an Associate Fellow at the University of Oxford's Said Business School and Green Templeton College, as well as a Visiting Professor in Marketing at Shanghai Jiao Tong University, China. Dr. Temporal has published numerous bestselling books, including \u003ci\u003eBranding in Asia\u003c\/i\u003e, \u003ci\u003eRomancing the Customer\u003c\/i\u003e, \u003ci\u003eHi-Tech Hi-Touch Branding\u003c\/i\u003e, \u003ci\u003eAsia's Star Brands\u003c\/i\u003e, and \u003ci\u003eThe Branding of MTV\u003c\/i\u003e. He can be contacted at temporalbrand.com.\u003c\/p\u003e\n\u003c\/div\u003e\u003cbr\u003e\u003ctable\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublication Date: \u003c\/td\u003e\n\u003ctd\u003e15 March 2010\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePublisher: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eImprint: \u003c\/td\u003e\n\u003ctd\u003eWiley\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eISBN-13: \u003c\/td\u003e\n\u003ctd\u003e9780470824498\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eFormat: \u003c\/td\u003e\n\u003ctd\u003eHardback\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003ePage Count: \u003c\/td\u003e\n\u003ctd\u003e256\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003ctr\u003e\n\u003ctd\u003eWeight (oz): \u003c\/td\u003e\n\u003ctd\u003e24.32\u003c\/td\u003e\n\u003c\/tr\u003e\n\u003c\/table\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":44380553904268,"sku":"9780470824498","price":41.4,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0710\/9545\/1788\/files\/9780470824498_a3013859-d285-47f7-bfd4-80cad6d060bf.jpg?v=1780104026","url":"https:\/\/fh90cf-fv.myshopify.com\/products\/9780470824498","provider":"Late Knight Books and Services, LLC","version":"1.0","type":"link"}