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Contrary to the belief that brand management is mostly a matter of art and luck, the teams at McKinsey teams found out how brands can be measured, built, and managed systematically. Power Brands reveals the secret of strong brands, presenting a holistic approach to brand management, which combines precise science with target-oriented craft and inspiring art. Using concepts developed from a university study, the book introduces McKinsey BrandMatics, which combines systematic, qualitative concepts and indicators (e.g., brand image) with quantitative ones (e.g., revenue potential), resulting in a comprehensive and transparent framework for successful brand management.
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Power brands, Hajo Riesenbeck
- Langue
- Année de publication
- 2007
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- (rigide)
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- Titre
- Power brands
- Langue
- Anglais
- Auteurs
- Hajo Riesenbeck
- Éditeur
- Wiley-VCH
- Publié
- 2007
- Format
- rigide
- Pages
- 274
- ISBN10
- 3527502823
- ISBN13
- 9783527502820
- Séries
- Mots clés
- Nonfiction, Commerce, Affaires & Gestion
- Évaluation
- 3,65 sur 5
- Description
- Contrary to the belief that brand management is mostly a matter of art and luck, the teams at McKinsey teams found out how brands can be measured, built, and managed systematically. Power Brands reveals the secret of strong brands, presenting a holistic approach to brand management, which combines precise science with target-oriented craft and inspiring art. Using concepts developed from a university study, the book introduces McKinsey BrandMatics, which combines systematic, qualitative concepts and indicators (e.g., brand image) with quantitative ones (e.g., revenue potential), resulting in a comprehensive and transparent framework for successful brand management.