Power Brands

The McKinsey BrandMatics concept will show you how brands can be systematically managed. The individual tools and detailed concepts are organized into three topic areas: measuring, making, and managing power brands.

ISBN	3527502823	Pages	274
ISBN13	9783527502820 (What's this?)	Volumes	1
Publisher	Wiley-VCH Verlag GmbH	Weight (grammes)	772
Imprint	Wiley-VCH Verlag GmbH	Published in	Weinheim
Format	Hardback	Height (mm)	244
Publication date	02 Jan 2007	Width (mm)	178
Library of Congress	HF	Spine width (mm)	19
DEWEY	658.827	Academic level	Professional / Scholarly
DEWEY edition	DC22

1	What brands can do, and what makes them strong	1
1.1	What brands mean for consumers and companies	1
1.2	The secret of strong brands	12
1.3	McKinsey BrandMatics	40
2	Measuring brands	51
2.1	The brand relevance tachometer : assessing the relative importance of brands	51
2.2	Market segmentation : identifying and selecting the right target groups	69
2.3	The brand diamond : developing a precise understanding of brand image	77
2.4	The brand purchase funnel : measuring and quantifying brand performance	83
3	Making brands	95
3.1	Brand driver analysis : deriving strategic brand direction and initiatives for growth	96
3.2	Pathways analysis : defining and synthesizing the brand promise and putting it into operation	113
3.3	Brand portfolio management : coordinating multi-brand strategies systematically	131
3.4	The brand personality gameboard : enriching brands with the right emotions	145
	Interview with Prof. Dr.-Ing. Wolfgang Reitzle : consistency takes absolute priority	158
4	Managing brands	167
4.1	Marketing rol : quest for the holy grail	167
4.2	The brand cockpit : collecting and using data systematically and effectively	194
4.3	Brand delivery : how to bring the brand promise to life across all customer touch points	212
4.4	The brand organization : systems and requirements	225
4.5	Involving external service providers : true partnerships that lead to joint success	233
	Interview with Chris Burggraeve : new models and measurements to stay the number one global brand in the digital age	246
	More...

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Measuring, Making and Managing Brand Success

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