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. INDICE: 1. What Brands Can Do, and What Makes Them Strong 1.1 What brands mean for consumers and companies 1.2 The Secret of Strong Brands 1.3 McKinsey BrandMatics 2. Measuring Brands 2.1 The Brand Relevance Tachometer: Assessing the Relative Importance of Brands 2.2 Market Segmentation: Identifying and Selecting the Right Target Groups 2.3 The Brand Diamond: Developing a Precise Understanding of Brand Image 2.4 The Brand Purchase Funnel: Measuring and Quantifying Brand Performance 3. Making Brands 3.1 Brand Driver Analysis: Deriving Strategic Brand Direction and Initiatives for Growth 3.2 Pathways Analysis: Defining and Synthesizing the Brand Promise and Putting it into Operation 3.3 Brand Portfolio Management: Coordinating Multi-Brand Strategies Systematically 3.4The Brand Personality Gameboard: Enriching Brands with the Right Emotions Interview with Prof. Dr. Wolfgang Reitzle: Consistency takes absolute priority 4.Managing Brands 4.1 Marketing RoI: Quest for the Holy Grail 4.2 The Brand Cockpit: Collecting and Using Data Systematically and Effectively 4.3 Brand Delivery: How to Bring the Brand Promise to Life across all Customer Touch Points 4.4 The Brand Organization: Systems and Requirements 4.5 Involving External Service Providers: True Partnerships that Lead to Joint Success Interview with Chris Burggraeve: New Models and Measurements to Stay the Number One Global Brand in the Digital Age 5. Power Brands: Ten Perspectives
- ISBN: 978-3-527-50390-2
- Editorial: Wiley-VCH
- Encuadernacion: Cartoné
- Páginas: 350
- Fecha Publicación: 05/11/2008
- Nº Volúmenes: 1
- Idioma: Inglés