Advanced Brand Management [Hardcover]

Paul Temporal (Author)

Book Description

ISBN-10: 047147925X | ISBN-13: 978-0471479253 | Publication Date: March 8, 2002 | Edition: 1

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.

Editorial Reviews

Review

“…a description of what brand management is, but also a manifesto for the exciting interdisciplinary challenge it should be…”(Marketing, 17 April 2003)

Review

Paul Temporal has written a remarkably insightful book on how to build strong brands. He addresses every issue in brand management with sound theories and marvelous examples. This is one of the best books on brand management to help any company build powerful  brands.
--Philip Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, Kellogg Graduate School of Management, Northwestern University

Those building and managing brand assets will find the issues facing them addressed in Advanced Brand Management with clarity, insight, and an easy-to-read style. Chock full of case studies, I especially found useful and stimulating, the author's willingness to offer critical judgments of brand decisions.
--David Aaker, Vice Chairman, Prophet, and Author, Brand Leadership and Building Strong Brands

Paul Temporal's new book is interesting, entertaining, well-written, and loaded with everything you need to know to manage a brand. What more could you want? Read it!
--Al Ries, Chairman, Ries & Ries, and Co-author, The 22 Immutable Laws of Branding

Brands in Asia are a paradox. Everyone believes in them, but the ability to create them often lags far behind. To those who imagine that branding is just a passing fashion, this book is a powerful corrective. Paul Temporal describes in magisterial detail the philosophy, but above all, the practice of branding. As such, it is a vital tool for all those who believe that Asia's future lies in strategic solutions.
--Miles Young, Chief Executive Officer, Ogilvy & Mather Worldwide --This text refers to an alternate Hardcover edition.

See all Editorial Reviews

Product Details

• Hardcover: 240 pages
• Publisher: Wiley; 1 edition (March 8, 2002)
• Language: English
• ISBN-10: 047147925X
• ISBN-13: 978-0471479253
• Product Dimensions: 9.2 x 6 x 1.1 inches
• Shipping Weight: 1.6 pounds
• Average Customer Review: 5.0 out of 5 stars  See all reviews (4 customer reviews)
• Amazon Best Sellers Rank: #1,426,171 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

3 of 4 people found the following review helpful:

5.0 out of 5 stars Essential reading, April 11, 2002

By 

Marketing practitioner (Hong Kong China) - See all my reviews

This review is from: Advanced Brand Management (Hardcover)

This book presents easy-to-understand theories with eye-opening examples. It provides food for thoughts to those who are serious about developing brands. After reading it, you will understand why Philip Kotler described it as one of the best books on brand management.

5.0 out of 5 stars Brand Building Best, December 8, 2011

By 

PIA (Boston, MA) - See all my reviews

This review is from: Advanced Brand Management: Managing Brands in a Changing World (Hardcover)

THE best branding book I've read, or heard of on branding. It doesn't just talk AT you, but rather gives tactical approaches to big picture strategies. Highly recommend for anyone interested in building a corporate brand or, even better, their own personal brand.

1 of 2 people found the following review helpful:

5.0 out of 5 stars If you're serious about marketing on the Internet ..., February 9, 2003

By 

Susan Dunn "The EQ Coach" (Dallas,, Tx United States) - See all my reviews
(REAL NAME)   

This review is from: Advanced Brand Management (Hardcover)

This book worked so well for me, I'm being presented at the International Coach Federation conference as an example of branding! I also brand clients on the Internet, and found this book tremendously helpful. It gave me theory, but also vocabulary for explaining complex concepts to clients -- as to why I insisted on this or that for their websites, email responses, etc. For instance, Mr. Temporal asked research participants to rate personalities of two companies with Internet presences. He found that consumers preferred to buy from the company that appeared "easy going, modest, helpful, caring, approachable, and interested," rather than those that appeared "sophisticated, arrogant, efficient, self-centered, distant and disinterested." And, not surprisingly, the latter company was ahead in the competition. It helped me resolve those efficiency-care issues we face. If you're serious about having a branded presence on the Internet, I'd take a look at this book if I were you.