Summary

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.