Can I read Power Brands : Measuring, Making and Managing Brand Success on EtoBox?

Power Brands : Measuring, Making and Managing Brand Success by Riesenbeck, Hajo, Perrey, Jesko is a book available to read on EtoBox.

What is Power Brands : Measuring, Making and Managing Brand Success about?

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.

Author

Riesenbeck, Hajo, Perrey, Jesko

Publisher

Wiley-VCH-Verl

Published

2007

Language

EN

ISBN

9783527503902