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EAN (ISBN-13): 9781118181584
ISBN (ISBN-10): 1118181581
Date de parution: 2011
Editeur: Wiley, J
Langue: eng/Englisch

Livre dans la base de données depuis 2012-03-29T09:17:11+02:00 (Zurich)
Page de détail modifiée en dernier sur 2023-06-10T04:57:39+02:00 (Zurich)
ISBN/EAN: 1118181581

ISBN - Autres types d'écriture:
1-118-18158-1, 978-1-118-18158-4
Autres types d'écriture et termes associés:
Titre du livre: brand


Données de l'éditeur

Auteur: Paul Temporal
Titre: Advanced Brand Management - Managing Brands in a Changing World
Editeur: Wiley; John Wiley & Sons
296 Pages
Date de parution: 2011-09-29
Langue: Anglais
21,99 € (DE)
Not available (reason unspecified)

EA; E101; E-Book; Nonbooks, PBS / Wirtschaft/Werbung, Marketing; Marketing und Vertrieb; Business & Management; Markenartikel; Marketing; Marketing & Sales; Marketing / Management; Marketing Management; Marketing u. Vertrieb; Strategic Marketing; Strategisches Marketing; Wirtschaft u. Management; Marketing u. Vertrieb; Marketing / Management; Strategisches Marketing; BB

Acknowledgments ix Preface xi Introduction xiii 1 The Changing Roles of Brand Management 1 THUNG KULA FARM: From Commodity Product to Premium Brand 11 2 Building a Brand Strategy 19 HALLMARK INC.: The Business of the Hallmark Brand--A Paradigm Shift in Thinking 21 UNILEVER MALAYSIA: Romancing the Customer 23 LAND ROVER: Turning Rational Attributes into an Emotional Brand Personality 32 ABSOLUT VODKA: A Brand Built on a Powerful Personality 33 APPLE: Creating Appeal, Desire, and Trust 39 ZARA: For Fast Fashion Fans 43 SAMSUNG: Speed, Innovation, and More Choice for Customers 44 3 Positioning and Brand Management 47 INNOCENT DRINKS: Ethics and Social Responsibility Can Mix with Fun 56 NIKE: Multi-Positioning Strategies 60 LG ELECTRONICS (LG): ''Life's Good'' 68 HAIER: Positioning an Asian Brand in a Sophisticated Western Market: Those Who Dare Wins? 90 4 Brand Architecture 97 RAFFLES INTERNATIONAL: Master Branding Endorsement 103 SONY AND ERICSSON: A Winning Partnership? 110 MARRIOTT INTERNATIONAL INC.: Acquisitions and the Problem of Brand Fit 117 CARREFOUR SA (FRANCE) VERSUS AHOLD NV (HOLLAND): Mergers and Acquisitions--Global versus Product Naming 119 MÖET HENNESSY LOUIS VUITTON GROUP (LVMH): The House of Luxury Brands 123 5 Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion 129 CATERPILLAR INC.: An Example of Successful Brand Extension 136 WRIGLEY: Gum Does Stretch! 140 TAB DIET SODA: The Customer Lifeline 143 MAZDA: The Revitalization of a Brand 144 OLDSMOBILE: The Final Parking Lot 157 6 Total Communications for Brand Management 161 HELLO KITTY: Damage Limitation: Quick Response 178 McDONALD'S: Damage Limitation: Slow Response 179 SINGAPORE AIRLINES: Thrust into Disaster--PR in Action 180 MALAYSIA AIRLINES: Analysis of Advertising Copy for Perceived Brand Personality 186 CHIVAS REGAL: ''Live with Chivalry'' 192 PROCTER & GAMBLE: Cross-Cultural Insights Shape Brand Communications 194 7 Relationship Management, Relationship Brands, and the New Digital World 201 MTV: Will Internet Kill the Video Star? 215 FACEBOOK: See You There! 223 MYSPACE: A Site That Needs to Reinvent Itself 228 TWITTER: A Simple Idea Really Soars 229 BUILDING BRAND OBAMA: Using Online and Offline Strategies 235 GOOGLE: ''Never Settle for the Best '' 237 8 ''Long Live the Brand!'' : Creating a Brand Culture 243 THE VIRGIN GROUP: Let's Have Some Fun! 253 INTEL CORPORATION: Training for Maximum Brand Performance 258 PHILIPS: Brand Philosophy: Making Brand Guardianship Happen 267 OPUS INTERNATIONAL GROUP PLC: Branding Means Commitment and Total Change 271 ACER: Model of Brand Anatomy and Management 281 9 Measuring Brand Success: Market Research and Brand Valuation 285 LLOYDS TSB: Tagging Customers for Increased Profitability and Satisfaction 291 DIAGEO: Performance Tracking 316 10 Conclusion 319 Appendix: Your Brand Management Toolkit 321 Index 339

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