Get Advanced brand management : managing brands in a changing PDF

By Paul Temporal

ISBN-10: 0470824492

ISBN-13: 9780470824498

Paul Temporal has written a remarkably insightful ebook on the way to construct robust manufacturers. he addresses each factor in model administration with sound theories and great examples. this is often the best books on model administration to assist any corporation construct robust manufacturers. - Philip Kotler

Those development and handling 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 reports, I particularly chanced on helpful and stimulating, the author's willingness to provide serious judgments of name judgements. - David Aaker

Paul Temporal's new publication is fascinating, interesting, well-written, and loaded with every little thing you want to recognize to control 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 usually lags some distance in the back of. to those that think that branding is simply a passing model, this ebook is a strong corrective. Paul Temporal describes in magisterial aspect the philosophy, yet notably, the perform of branding. As such, it's a very important device for all those that think that Asia's destiny lies in strategic options. - Miles Young

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Adding Romance and Sensuality If we look at some of the brands that really have captured the emotions and spirit of people, we see that they also build in a degree of romance and sensuality. Some do this on the service side, but others manage to do it on the design side. Apple’s iPod and iMac are good examples of the creation of an emotional connection with consumers via design. People want to hold them, touch them, and choose from among the attractive colors such as hot pink, purple, blue, orange, or green.

This safety risk, which hadn’t previously been apparent, led Moen to redesign its shower unit to prevent accidental burns. Research of this kind underlines that brand managers must do their homework country by country, as cultural nuances determine consumer behavior. For instance, in the United States and in Mediterranean countries the kitchen is the central part of a family’s home life, where 25 26 Advanced Brand Management they congregate and talk about their day; whereas in China, say, the kitchen is usually a small area designated just for cooking, and the family gather in the hall or living room to spend time together.

The notion that the rational, conscious part of the brain dominates the nonrational parts has now been disproved. MRI scanning has revealed that people’s decision making is mostly quick and emotional, is often done subconsciously, and is much more intuitive than was previously thought. It is now an undisputed fact that emotion drives reason, and not the other way around. Our feelings happen with great rapidity and precede conscious thought. The emotional part of the brain is considerably larger than the rational part and outpaces it in terms of intensity, sending 10 times as many signals to the rational brain as opposed to the reverse.

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

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