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

By Paul Temporal

Paul Temporal has written a remarkably insightful publication on tips on how to construct powerful manufacturers. he addresses each factor in model administration with sound theories and superb 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 complex model administration with readability, perception, and an easy-to-read sort. Chock jam-packed with case experiences, I specially chanced on priceless and stimulating, the author's willingness to supply severe judgments of brand name judgements. - David Aaker

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

Brands in Asia are a paradox. all people believes in them, however the skill to create them usually lags a long way at the back of. to those that think that branding is simply a passing type, this publication is a robust corrective. Paul Temporal describes in magisterial element the philosophy, yet peculiarly, 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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Additional info for Advanced brand management : managing brands in a changing world

Sample text

A good CSR strategy has become a necessity for brands wishing to build and maintain trust and loyalty. All in all, the above changes mean that brand management is a much more dynamic and complex function than it has ever been. The challenge now for many companies is to develop the right blend of skills and experience in their managers, whose focus must be clearly on the consumer, the source of brand equity and value. So, Who Owns and Builds Brands? The movement toward a focus on the relationship between the brand and consumers has forced managers to answer the question of who actually owns and builds brands.

If brand managers fail to satisfy these complex desires, then the brands they have responsibility for will cease to exist. Brands That Care It is my belief that the great brands of the future will be brands that care. They will be able to balance profitability with social responsibility. They will balance brand spirit with human spirit. They will be less unilateral in their actions and more altruistic. They will behave not as businesses, but as living entities that care for what happens in the world and for the people who live in it.

Building a Brand Strategy Building a Brand Strategy The Rational and Emotional Sides of Brand Strategy We must never forget that brand promises are often made in the world of commercial reality—in terms of exceptional quality, service, and, nowadays, innovation. However, this isn’t where the source of success for brands lies. These elements are merely the price a company has to pay to get into the branding game, and the branding game is a mind game. As parity becomes the norm, and brands match each other feature by feature and attribute by attribute, it is becoming harder to create a brand strategy through rational means.

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