基本信息出版社：Wiley-VCH
页码：274 页
出版日期：2007年03月
ISBN：3527502823
International Standard Book Number：3527502823
条形码：9783527502820
EAN：9783527502820
装帧：精装
正文语种：英语

内容简介 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.
作者简介 Hajo Riesenbeck joined McKinsey Duesseldorf as consultant in 1979. He was elected to Principal in 1985 and to Director in 1991. He has been serving clients across a range of industries, e.g., consumer goods, financial services, branded industrial products, retail, transportation and chemical companies. He is one of the leaders of McKinsey's Global Marketing Practice and was co-author of the first two editions of Mega-Macht-Marke (Engl.: Power Brands: Measuring, Building, and Managing Brand Success) in 2004 and 2005, along with numerous articles and speeches on marketing.

Jesko Perrey is a Partner of McKinsey & Company, Inc. and based in the Duesseldorf office which he joined in 1999. He is a member of McKinsey's European Marketing & Sales Practice as well as of the European Retail Practice. Furthermore, he is the European leader of the Branding & Marketing Spend Effectiveness Sub-Center and is co-author of Mega-Macht-Marke (Engl.: Power Brands: Measuring, Managing, and Mastering Brand Success) (2004 and 2005).
目录
1. What Brands Can Do, and What Makes Them Strong.

1.1 What brands mean for consumers and companies.

1.2 The Secret of Strong Brands.

1.3 McKinsey BrandMatics.

2. Measuring Brands.

2.1 The Brand Relevance Tachometer: Assessing the Relative Importance of Brands.

2.2 Market Segmentation: Identifying and Selecting the Right Target Groups.

2.3 The Brand Diamond: Developing a Precise Understanding of Brand Image.

2.4 The Brand Purchase Funnel: Measuring and Quantifying Brand Performance.

3. Making Brands.

3.1 Brand Driver Analysis: Deriving Strategic Brand Direction and Initiatives for Growth.

3.2 Pathways Analysis: Defining and Synthesizing the Brand Promise and Putting it into Operation.

3.3 Brand Portfolio Management: Coordinating Multi-Brand Strategies Systematically.

3.4 The Brand Personality Gameboard: Enriching Brands with the Right Emotions.

Interview with Prof. Dr.-Ing. Wolfgang Reitzle (Consistency takes absolute priority).

4. Managing Brands.

4.1 Marketing RoI: Quest for the Holy Grail.

4.2 The Brand Cockpit: Collecting and Using Data Systematically and Effectively.

4.3 Brand Delivery: How to Bring the Brand Promise to Life across all Customer Touch Points.

4.4 The Brand Organization: Systems and Requirements.

4.5 Involving External Service Providers: True Partnerships that Lead to Joint Success.

Interview with Chris Burggraeve: (New Models and Measurements to Stay the Number One Global Brand in the Digital Age).

5. Power Brands: Ten Perspectives.

Table of illustrations.

Selected bibliography.

Companies and products.

About the illustrations.

About the authors.
……