Advanced brand management : managing brands in a changing by Paul Temporal

By Paul Temporal

Paul Temporal has written a remarkably insightful ebook on the best way to construct robust manufacturers. he addresses each factor in model administration with sound theories and impressive examples. this can be the most effective books on model administration to aid any corporation construct robust manufacturers. - Philip Kotler

Those construction and handling model resources will locate the problems dealing with them addressed in complex model administration with readability, perception, and an easy-to-read variety. Chock filled with case experiences, I particularly stumbled on beneficial and stimulating, the author's willingness to provide severe judgments of name judgements. - David Aaker

Paul Temporal's new ebook is fascinating, pleasing, well-written, and loaded with every little thing you want to be aware of to regulate a model. What extra may well you will have? learn it! - Al Ries

Brands in Asia are a paradox. every body 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 model, this booklet is a strong corrective. Paul Temporal describes in magisterial element the philosophy, yet specially, the perform of branding. As such, it's a important instrument for all those that think that Asia's destiny lies in strategic strategies. - Miles Young

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Extra info for Advanced brand management : managing brands in a changing world

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Com/Company/Hallmarks-Beliefs-AndValues The Role of Consumer Insight Hallmark and the other examples referred to above indicate that brands are now driving business strategy, but only when they reach deeply into the psychological world of consumer insight. The really “hot buttons” that consumer insights unveil are emotional, not rational, and lead to excellent brand performance. It is the brand manager’s responsibility to work with brand strategy consultancies and other agencies to discover these insights, which are sometimes far from obvious.

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. ” . Authenticity—as opposed to “heritage” with its museum- like, musty connotation. ” . ” Building a Brand Strategy Land Rover then added the characteristics that its target audience could relate to, namely: . the excitement of adventure; and . the love of freedom.

What’s more, recall and memory have been proven to be a result of emotional experiences. The following questions and statements provide a simple example of how this takes place. The rational thoughts tend to be analytical, but it is the emotional statements that drive the purchase decision. Rational Do I need it? What does it do? What does it cost? How does it compare to . .? Emotional I want it! It looks cool! I'm going to get it! I only want this one! 27 28 Advanced Brand Management Neuro-science makes it clear that brand managers need to employ emotional brand strategies, as the endgame for any brand strategy is trust and loyalty, which are emotions and not rational thoughts.

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