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 powerful manufacturers. he addresses each factor in model administration with sound theories and impressive examples. this can be the best 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 complex model administration with readability, perception, and an easy-to-read kind. Chock filled with case stories, I particularly discovered beneficial and stimulating, the author's willingness to provide serious judgments of brand name judgements. - David Aaker

Paul Temporal's new publication is attention-grabbing, wonderful, well-written, and loaded with every thing you must comprehend to regulate a model. What extra might you will have? learn it! - Al Ries

Brands in Asia are a paradox. all people believes in them, however the skill to create them frequently lags a long way in the back of. to those that think that branding is simply a passing type, this ebook is a robust corrective. Paul Temporal describes in magisterial element the philosophy, yet particularly, the perform of branding. As such, it's a very important software for all those that think that Asia's destiny lies in strategic recommendations. - Miles Young

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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. Given the increasing scientific evidence of the power of emotion in people’s decisions and actions, we can categorically state that without emotional brand strategies it is impossible to build great brands!

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. Given the increasing scientific evidence of the power of emotion in people’s decisions and actions, we can categorically state that without emotional brand strategies it is impossible to build great brands! If we look at the powerful brands around the world, we see that they elicit thoughts like those listed above in the right column.

Friendly, innovative, trustworthy, understanding, and contemporary, it can put across all these characteristics to each of the two main target audiences, but emphasize “friendly,” “contemporary,” and Building a Brand Strategy “trustworthy” a little more than the others for the residential consumer, and emphasize “innovative” and “understanding” more to the business community. In brand communications, the attitude of the brand personality would thus appear more emotional to the residential audience—because they are more attracted by an emotional attitude, and more rational to the business audience—because this is their attitude toward decision making.

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