Includes index.

The Changing Roles of Brand Management -- Brand Vision, Strategy, and Consumer Insight -- Hallmark Inc.: The business of the Hallmark brand--a paradigm shift in thinking -- Unilever Malaysia: Romancing the consumer -- Land Rover: Turning rational attributes into an emotional brand personality -- Phil Corporation's GoKhatak: Building a new brand -- Positioning and Brand Management -- Lollipops: Growing a category by positioning generic products to different market segments -- Haier: Positioning an Asian brand in a sophisticated Western market: Those who dare will win? -- Brand Architecture -- Raffles International: Master branding endorsement -- Sony and Ericsson: A winning partnership? -- Sundsvall: Hybrid branding--one drink too many! -- Marriott International Inc.: Acquisitions and the problem of brand fit -- Carrefour SA (France) versus Ahold NV (Holland): Mergers and acquisitions--global versus product naming -- Moet Hennessy Louis Vuitton Group (LVMH): The house of luxury brands -- Three Great Dilemmas: Brand Stretch, Brand Revitalization, and Brand Deletion -- Caterpillar Inc.: An example of successful brand extension -- Wrigley: Gum does stretch! -- Tab Diet Soda: The customer lifeline -- Mazda: The revitalization of a brand -- Oldsmobile: The final parking lot -- Total Communications for Brand Management -- Jim Beam: Global repositioning and local adaptation expressed through market communications -- Hello Kitty: Damage limitation--quick response -- McDonald's: Damage limitation--slow response -- Singapore Airlines: Thrust into disaster--PR in action -- Malaysia Airlines: Analysis of advertising copy for perceived brand personality -- E-brand Management and Customer Relationship Management -- Hang Seng Bank: Forging an e-image -- "Long Live the Brand!": Creating a Brand Culture -- The Virgin Group: Let's have some fun! -- Intel Corporation: Training for maximum brand performance -- Philips: Brand philosophy--making brand guardianship happen -- Acer: Model of brand anatomy and management -- Measuring Brand Success: Market Research and Brand Valuation -- Lloyds TSB: Tagging customers for increased profitability and satisfaction -- Diageo: Performance tracking -- Your Brand Management Toolkit.

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.