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AuthorTemporal, Paul
TitleAdvanced brand management from vision to valuation / Paul Temporal
Imprint Singapore : John Wiley & Sons (Asia), c2002
Descript xv, 296 p


The changing roles of brand management -- Brand vision, stratgy, and consumer insight : Hallmark Inc., Unilever Malaysia, Land Rover, Phil Corporation's GoKhatak -- Positioning and brand management : Lollipops, Haier -- Brand architecture : Rafles International, Sony and Ericsson, Sundsvall, Marriott International Inc., Carrefour SA (France) versus Ahold NV (Holland) -- Moet hennessy Louis Vuitton Group (LVMH) -- Three great dilemma: brand stretch, brand revitalization, and brand deletion : Caterpillar Inc., Wrigley, Tab diet soda, Mazda, Oldsmobile -- Total communications for brand management : Jim Beam, Hello Kitty, McDonald's, Singapore Airlines, Malaysia Airlines -- E-brand management and customer relationship management : Hang Seng Bank -- "Long Live the Brand": creating a brand culture: The Virgin Group, Intel Corporation, Philips, Acer -- Measuring brand success: market research and brand valation: Lloyds TSB, Diageo

Brand name products -- Management

Sasin Library658.827 T288A 2002CHECK SHELVES
Communication Arts Library658.827 T288A 2002CHECK SHELVES

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