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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.

Diet Coke - Diet Coke is a sugar-free counterpart brand for Coca-Cola. The product was introduced in the United States in July 1982, and was the first new brand since 1886 to use the Coca-Cola trademark.

Rebate (retail) - Rebates, also known as "mail-in rebates", are a type of sales promotion used by marketers primarily as incentives or supplements to product sales. A rebate is an offer in which the purchase of a product entitles the buyer to mail in a coupon or receipt and receive a check for a particular amount, depending on the particular product, time, and place of purchase.

Coal tar - Coal tar is the liquid by-product of the distillation of coal to make coke. The gaseous by-product produced by this process is commonly known as town gas.

Inner product space - In mathematics, an inner product space is a vector space with additional structure, an inner product (also called scalar product or dot product), which allows us to introduce geometrical notions such as angles and lengths of vectors. Inner product spaces generalize Euclidean spaces (with the dot product as the inner product) and are studied in functional analysis.

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