Item description for 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.
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Est. Packaging Dimensions: Length: 9.5" Width: 6.5" Height: 0.7" Weight: 1.7 lbs.
Release Date Mar 26, 2007
ISBN 3527502823 ISBN13 9783527502820
Availability 0 units.
More About Hajo Riesenbeck
Hajo Riesenbeck joined McKinsey Duesseldorf as consultant in 1979. He was elected to Principal in 1985 and to Director in 1991. He has been serving clients across a range of industries, e.g., consumer goods, financial services, branded industrial products, retail, transportation and chemical companies. He is one of the leaders of McKinsey's Global Marketing Practice and was co-author of the first two editions of "Mega-Macht-Marke" (Engl.: "Power Brands: Measuring, Building, and Managing Brand Success") in 2004 and 2005, along with numerous articles and speeches on marketing.
Jesko Perrey is a Partner of McKinsey & Company, Inc. and based in the Duesseldorf office which he joined in 1999. He is a member of McKinsey's European Marketing & Sales Practice as well as of the European Retail Practice. Furthermore, he is the European leader of the Branding & Marketing Spend Effectiveness Sub-Center and is co-author of "Mega-Macht-Marke" (Engl.: "Power Brands: Measuring, Managing, and Mastering Brand Success") (2004 and 2005).
Reviews - What do customers think about Power Brands: Measuring, Making and Managing Brand Success?
It's good but expected more of McKinsey Mar 9, 2008
Well, this is an interesting book on measuring and analysing brand equity, with several good case studies. But all this knowledge is not new - as for analytical tools, everything can be found, for example, in Keller's Strategic Brand Management. I did not find anything helpful on measuring brand value, for example - which is an important issue these days. Survey methods are essentially the same as the research industry has been using for two decades at least. For me, the most valuable part is the way the data is presented - but not actual contents.
I recommend this book for students or other entry-level readers who want to learn how to analyse brand strength. As a reference, this is an excellent source.