Power Brands: Measuring, Making and Managing Brand Success力量的品牌
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作者： Hajo Riesenbeck 著
出 版 社：
出版时间： 2007-3-1字数：版次： 1页数： 274印刷时间： 2007/03/01开本：印次： 1纸张： 胶版纸I S B N ： 9783527502820包装： 精装内容简介
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 is a director based in the Dusseldorf office of McKinsey＆Company and a leader of McKinsey's International Marketing Practice.His consulting focus is on corporate strategy,organization,and product and marketing strategies.
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
