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.
- ISBN10 3527507817
- ISBN13 9783527507818
- Publish Date 14 January 2015 (first published 2 January 2007)
- Publish Status Active
- Out of Print 25 May 2022
- Publish Country DE
- Publisher Wiley-VCH Verlag GmbH
- Imprint Blackwell Verlag GmbH
- Edition 3rd Edition
- Format Hardcover
- Pages 330
- Language English