Synopsis
Brand success can be managed
What distinguishes a brand-name product from no-name competitors? How can companies assess and enhance the value of their brands? What steps can executives take to manage their brands successfully? Reliable answers to these and other questions can be found with the proven BrandMatics-Konzept from McKinsey. Now in its third revised and enhanced edition, Power Brands incorporates many recent advances in the field:
- New research on the evolution of brand relevance - both in B2C and B2B.
- Two modular additions to the proven brand purchase funnel framework.
- All-new chapters on brand delivery, MROI, and digital brand management.
- Dozens of new case studies - from insights generation to brand promise definition.
- Six new in-depth interviews with distinguished international brand managers.
Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.
À propos des auteurs
Dr. Jesko Perrey is a director in McKinsey & Company's Düsseldorf office. He is the global knowledge leader of McKinsey's Marketing & Sales Practice.
Dr. Dennis Spillecke is a principal in McKinsey & Company's Cologne office. He is the leader of McKinsey's Marketing & Sales Practice in Germany.
Dr. Tjark Freundt is a principal of McKinsey & Company. Based in Hamburg, he is a leader in McKinsey's global Branding Practice.
Dr. Jesko Perrey ist Partner im Düsseldorfer Büro von McKinsey & Company und Leiter der deutschen McKinsey Marketing Practice.
Dr. Dennis Spillecke ist ein Direktor bei McKinsey & Company in Köln. Er leitet den Bereich Marketing & Sales in Deutschland.
Dr. Tjark Freundt ist ein Direktor bei McKinsey & Company in Hamburg. Er leitet den Bereich Branding.
Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.