Power Brands: Measuring, Making and Managing Brand Success

By Hajo Riesenbeck

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.

• Format: Hardcover
• Language: English
• ISBN: 3527502823
• ISBN13: 9783527502820
• Release Date: March 2007
• Publisher: Wiley-VCH
• Length: 274 Pages
• Weight: 0.75 lbs.
• Dimensions: 9.6" x 0.7" x 6.8"