Advanced Brand Management: Managing Brands in a Changing World, 2nd Edition

Building Enduring Brands in a Changing World

From world-renowned brand expert and bestselling author, Dr. Paul Temporal, comes the second edition of Advanced Brand Management: Managing Brands in a Changing World (ISBN: 978-0-470-82449-8; John Wiley & Sons).

This revised edition explains how to develop, manage and sustain brand value in a sophisticated market and includes contemporary topics such as revolutionary online and new media branding strategies. The book takes a truly global perspective, with more than 40 case studies from top companies around the world, and discusses both successful and unsuccessful international brand management initiatives to illustrate practical applications of the topics covered. New cases include Google, Twitter, MySpace, Facebook, Zara, Opus, Chivas Regal, MTV, P&G, Coca-Cola, Absolut, Nike, LG, Apple, The Obama presidential campaign and many more.

Also featured within is a brand management toolkit – an invaluable collection of questions, exercises, and notes culled from Dr. Temporal’s wealth of experience – to provide readers with their own personal consultancy checklists and support.

Easy-to-read and with cogent takeaways, Advanced Brand Management will be an excellent resource for corporate strategists, marketers and anyone interested in developing advanced brand management strategies to ensure lasting brand value.

Additional information on the book is available at http://www.wiley.com/WileyCDA/WileyTitle/productCd-0470824492.html.