Power Brands Measuring, Making and Managing Brand Success
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 p...
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| Main Authors: | , |
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| Format: | Book |
| Language: | English |
| Published: |
Weinheim
WILEY-VCH Verlag GmbH & Co. KGaA
2007
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| Subjects: | |
| Online Access: | Click Here to View Status and Holdings. |
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Add Tag | Summary: | 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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| Item Description: | An adaptation to global markets of a title first published for the German market, 2004; 2nd German ed. published: Heidelberg : Redline Wirtschaft, 2005, under title: Mega-Macht Marke : Erfolg messen, machen, managen. Cf. p. ix |
| Physical Description: | xii, 272 pages illustrations 25 cm |
| Bibliography: | Includes bibliographical references and index |
| ISBN: | 9783527502820 3527502823 |
Brands