Advanced brand management
Subtitle: managing brands in a changing world
By: Paul Temporal
Edition: 2nd ed.
Publisher: John Wiley & Sons (Asia)
Published: 2010
Place of publication: Singapore; Hoboken, NJ
Language: eng
Number of pages: 350
ISBN-13: 9780470824498
Subjects: Markenpolitik; Brand name products; Management
Description: This practitioner's guide goes beyond the basics of branding to reveal the sophisticated branding techniques implemented by some of the world's leading companies. It covers up-to-date strategies such as brand stretching and brand architecture.
Notes: Includes bibliographical references and index.

Internet Archive - 2

Internet Archive 2
Table of contents: title: The changing roles of brand management; title: Building a brand strategy; title: Positioning and brand management; title: Brand architecture; title: Three great dilemmas: brand stretch, brand revitalization, and brand deletion; title: Total communications for brand management; title: Relationship management, relationship brands, and the new digital world; title: "Long live the brand!": creating a brand culture; title: Measuring brand success: market research and brand valuation.