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Acknowledgments vii
Preface ix
1. The Changing Roles of Brand Management 1
2. Brand Vision, Strategy, and Consumer Insight 15
Hallmark Inc.: The business of the Hallmark brand--a paradigm shift in thinking 17
Unilever Malaysia: Romancing the consumer 19
Land Rover: Turning rational attributes into an emotional brand personality 26
Phil Corporation's GoKhatak: Building a new brand 31
3. Positioning and Brand Management 37
Lollipops: Growing a category by positioning generic products to different market segments 52
Haier: Positioning an Asian brand in a sophisticated Western market: Those who dare will win? 72
4. Brand Architecture 79
Raffles International: Master branding endorsement 85
Sony and Ericsson: A winning partnership? 90
Sundsvall: Hybrid branding--one drink too many! 93
Marriott International Inc.: Acquisitions and the problem of brand fit 100
Carrefour SA (France) versus Ahold NV (Holland): Mergers and acquisitions--global versus product naming 103
Moet Hennessy Louis Vuitton Group (LVMH): The house of luxury brands 106
5. Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion 113
Caterpillar Inc.: An example of successful brand extension 120
Wrigley: Gum does stretch! 124
Tab Diet Soda: The customer lifeline 126
Mazda: The revitalization of a brand 127
Oldsmobile: The final parking lot 140
6. Total Communications for Brand Management 143
Jim Beam: Global repositioning and local adaptation expressed through market communications 149
Hello Kitty: Damage limitation--quick response 164
McDonald's: Damage limitation--slow response 164
Singapore Airlines: Thrust into disaster--PR in action 165
Malaysia Airlines: Analysis of advertising copy for perceived brand personality 170
7. E-brand Management and Customer Relationship Management 177
Hang Seng Bank: Forging an e-image 201
8. "Long Live the Brand!": Creating a Brand Culture 209
The Virgin Group: Let's have some fun! 219
Intel Corporation: Training for maximum brand performance 225
Philips: Brand philosophy--making brand guardianship happen 234
Acer: Model of brand anatomy and management 237
9. Measuring Brand Success: Market Research and Brand Valuation 241
Lloyds TSB: Tagging customers for increased profitability and satisfaction 247
Diageo: Performance tracking 264
10. Conclusion 267
Appendix Your Brand Management Toolkit 271
Index 287

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.

--- From the Publisher