By Paul Temporal
Paul Temporal has written a remarkably insightful ebook on tips to construct powerful manufacturers. he addresses each factor in model administration with sound theories and very good examples. this is often the most effective books on model administration to assist any corporation construct strong manufacturers. - Philip Kotler
Those development and dealing with model resources will locate the problems dealing with them addressed in complicated model administration with readability, perception, and an easy-to-read sort. Chock choked with case stories, I specifically came upon beneficial and stimulating, the author's willingness to provide severe judgments of brand name judgements. - David Aaker
Paul Temporal's new ebook is attention-grabbing, enjoyable, well-written, and loaded with every little thing you want to be aware of to regulate a model. What extra might you will want? learn it! - Al Ries
Brands in Asia are a paradox. each person believes in them, however the skill to create them frequently lags a ways in the back of. to those that think that branding is simply a passing type, this ebook is a strong corrective. Paul Temporal describes in magisterial element the philosophy, yet specifically, the perform of branding. As such, it's a important software for all those that think that Asia's destiny lies in strategic options. - Miles Young
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Additional resources for Advanced brand management : managing brands in a changing world
The rational attributes held by Land Rover were: . . 4 Â 4 engineering and capability; heritage; robust; and individualistic. Land Rover decided that these attributes weren’t enough, and that more muscular emotional values had to be articulated and introduced into everything Land Rover did. This was especially important as competitors could copy the rational attributes through engineering, quality, reliability, specifications, performance, and styling. So, the following emotional values were created, based on the rational attributes.
The love of freedom. These characteristics were felt to be much more powerful and expressive of the Land Rover marque, and differentiated Land Rover’s products from the rest of the crowd. Another of the world’s most famous brands, on the other hand (still extremely valuable, despite legal problems), has built its identity on just two personality characteristics, though they, too, are emotionally based. The brand is Marlboro, and the characteristics are strength and independence. The projection of these characteristics has made the brand world-class, with the Marlboro cowboy (strong and independent), Marlboro country (wide open plains and imposing mountains), packaging (strong red and white colors), and appropriate sponsorships (such as with Ferrari for Formula 1 in 2007, and Ducati for MotoGP in 2009) all symbolizing these two personality traits.
Building a Brand Strategy CASE STUDY 6: APPLE Creating Appeal, Desire, and Trust Consider this: masses marching mindlessly in unison toward yet another video broadcast, proclaiming new ideologies and self-congratulatory messages—an obviously dramatic visual presentation of George Orwell’s classic novel 1984, which envisions totalitarian states using technological advances to keep their party members and masses under careful observation and control. Against this backdrop of total dominance and numbing control, a single woman rushes forward and swings a sledgehammer, literally and symbolically destroying the broadcast and its ideological messages.
Advanced brand management : managing brands in a changing world by Paul Temporal