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Power brands

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  • 274 pages
  • 10 hours of reading

More about the book

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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Power brands, Hajo Riesenbeck

Language
Released
2007
product-detail.submit-box.info.binding
(Hardcover),
Book condition
Good
Price
€16.49

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3.7
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3 Ratings

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