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Advanced brand management : from vision to valuation

Author: Paul Temporal
Publisher: Singapore ; New York : John Wiley & Sons, ©2002.
Edition/Format:   Print book : EnglishView all editions and formats
Database:WorldCat
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Additional Physical Format: Online version:
Temporal, Paul.
Advanced brand management.
Singapore ; New York : John Wiley & Sons, ©2002
(OCoLC)762963736
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Paul Temporal
ISBN: 047147925X 9780471479253
OCLC Number: 48362256
Notes: Includes index.
Description: xv, 296 pages : illustrations ; 24 cm
Contents: The Changing Roles of Brand Management --
Brand Vision, Strategy, and Consumer Insight --
Hallmark Inc.: The business of the Hallmark brand--a paradigm shift in thinking --
Unilever Malaysia: Romancing the consumer --
Land Rover: Turning rational attributes into an emotional brand personality --
Phil Corporation's GoKhatak: Building a new brand --
Positioning and Brand Management --
Lollipops: Growing a category by positioning generic products to different market segments --
Haier: Positioning an Asian brand in a sophisticated Western market: Those who dare will win? --
Brand Architecture --
Raffles International: Master branding endorsement --
Sony and Ericsson: A winning partnership? --
Sundsvall: Hybrid branding--one drink too many! --
Marriott International Inc.: Acquisitions and the problem of brand fit --
Carrefour SA (France) versus Ahold NV (Holland): Mergers and acquisitions--global versus product naming --
Moet Hennessy Louis Vuitton Group (LVMH): The house of luxury brands --
Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion --
Caterpillar Inc.: An example of successful brand extension --
Wrigley: Gum does stretch! --
Tab Diet Soda: The customer lifeline --
Mazda: The revitalization of a brand --
Oldsmobile: The final parking lot --
Total Communications for Brand Management --
Jim Beam: Global repositioning and local adaptation expressed through market communications --
Hello Kitty: Damage limitation--quick response --
McDonald's: Damage limitation--slow response.
Responsibility: Paul Temporal.
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