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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.
Buchkauf
Power brands, Hajo Riesenbeck
- Sprache
- Erscheinungsdatum
- 2007
- product-detail.submit-box.info.binding
- (Hardcover)
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- Titel
- Power brands
- Sprache
- Englisch
- Autor*innen
- Hajo Riesenbeck
- Verlag
- Wiley-VCH
- Erscheinungsdatum
- 2007
- Einband
- Hardcover
- Seitenzahl
- 274
- ISBN10
- 3527502823
- ISBN13
- 9783527502820
- Reihe
- Schlagwörter
- Sachbücher, Handel, Wirtschaft & Management
- Bewertung
- 3,65 von 5 Sternen
- Beschreibung
- 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.