Advanced Brand Management

Advanced Brand Management: Managing Brands in a Changing World (Second Edition) 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: How to gain and use valuable consumer insights How to use emotion to secure brand success How to create a brand vision How to create a power brand strategy How to develop positioning strategies that bring outstanding results How to respond to brand architecture challenges What to consider in extending, revitalizing, repositioning, and deleting brands How to build a brand culture, engage employees, and carry out internal branding How to create a total communications strategy How to address critical issues in brand management, and the role of speed, agility, and innovation How to structure brand guardianship and management How to track brand success More than 40 case studies, including both successful and unsuccessful international brand management initiatives, illustrate practical applications of the topics covered. New cases include: Google; Twitter; MySpace; Facebook; Zara; Opus; Chivas Regal; MTV; P&G; Coca-Cola; Absolut; Nike; LG; Apple; The Obama presidential campaign Plus more… This 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. Whether 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, Advanced Brand Management is an indispensable resource.

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