Power Brands
Author | : Hajo Riesenbeck |
Publisher | : Wiley-VCH |
Total Pages | : 296 |
Release | : 2007-03-26 |
ISBN-10 | : STANFORD:36105123355930 |
ISBN-13 | : |
Rating | : 4/5 (30 Downloads) |
Download or read book Power Brands written by Hajo Riesenbeck and published by Wiley-VCH. This book was released on 2007-03-26 with total page 296 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.