Power Brands Measuring, Making and Managing Brand Success

• Main Authors: Riesenbeck, Hajo (Author), Perrey, Jesko (Author)
• Format: Book
• Language: English
• Published: Weinheim WILEY-VCH Verlag GmbH & Co. KGaA 2007
• Subjects: Brand name products
• Online Access: Click Here to View Status and Holdings.
• 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

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.