Advanced Brand Management

Branding your firm`s future-with success More than a name game, product branding is often a high-stakes gamble-even when there`s substantial market research behind it. The Classic Coke fiasco is just one example. With millions of dollars at stake each time out, companies can`t afford branding strategies that can`t stand up in the marketplace. Representing the brain trust in brand management, Paul Temporal`s Advanced Brand Management presents the highly sophisticated branding techniques used by some of the world`s leading companies. Strategies such as brand stretching and brand architecture are described, especially as tools for managing the total brand experience and value. The book also includes a brand management toolkit, which provides checklists and exercises, as well as global and Asian case studies. This indispensable practitioner`s guide will help companies secure lasting brand equity for their products. Copyright (C) Muze Inc. 2005. For personal use only. All rights reserved.