Power Brands: measuring, making and managing brand success
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Weinheim
WILEY-VCH-Verl.
2007
|
| Schlagworte: | |
| Online-Zugang: | Inhaltstext Inhaltsverzeichnis |
| Beschreibung: | Literaturverz. S. 267 -269 |
| Beschreibung: | XII, 274 S. Ill., graph. Darst. 237 mm x 168 mm, 690 gr. |
| ISBN: | 9783527502820 |
Internformat
MARC
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Datensatz im Suchindex
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Table of Contents
1. What Brands Can Do, and What Makes Them Strong 1
1.1 What brands mean for consumers and companies 1
1.2 The Secret of Strong Brands 12
1.3 McKinsey BrandMatics® 40
2. Measuring Brands p
2.1 The Brand Relevance Tachometer: Assessing the Relative Importance
of Brands 51
2.2 Market Segmentation: Identifying and Selecting the Right Target
Groups 6g
2.3 The Brand Diamond: Developing a Precise Understanding of
Brand Image 77
2.4 The Brand Purchase Funnel: Measuring and Quantifying Brand
Performance 83
3. Making Brands g$
3.1 Brand Driver Analysis: Deriving Strategic Brand Direction and
Initiatives for Growth g6
3.2 Pathways Analysis: Defining and Synthesizing the Brand Promise and
Putting it into Operation 113
3.3 Brand Portfolio Management: Coordinating Multi Brand Strategies
Systematically 131
3.4 The Brand Personality Gameboard: Enriching Brands with the
Right Emotions 145
Interview with Prof. Dr. Ing. Wolfgang Reitzle Consistency takes
absolute priority 158
4 Managing Brands i6j
4.1 Marketing Rol: Quest for the Holy Grail 167
4.2 The Brand Cockpit: Collecting and Using Data Systematically and Effec
tively 194
4.3 Brand Delivery: How to Bring the Brand Promise to Life across all Custo
mer Touch Points 232
4.4 The Brand Organization: Systems and Requirements 225
4.5 Involving External Service Providers: True Partnerships that Lead to Joint
Success 2}}
Interview with Chris Burggraeve: New Models and Measurements
to Stay the Number One Global Brand in the Digital Age 246
5. Power Brands: Ten Perspectives 255
Table of illustrations 261
Selected bibliography 267
Companies and products 271
About the illustrations 273
About the authors 273
its |
| adam_txt |
Table of Contents
1. What Brands Can Do, and What Makes Them Strong 1
1.1 What brands mean for consumers and companies 1
1.2 The Secret of Strong Brands 12
1.3 McKinsey BrandMatics® 40
2. Measuring Brands p
2.1 The Brand Relevance Tachometer: Assessing the Relative Importance
of Brands 51
2.2 Market Segmentation: Identifying and Selecting the Right Target
Groups 6g
2.3 The Brand Diamond: Developing a Precise Understanding of
Brand Image 77
2.4 The Brand Purchase Funnel: Measuring and Quantifying Brand
Performance 83
3. Making Brands g$
3.1 Brand Driver Analysis: Deriving Strategic Brand Direction and
Initiatives for Growth g6
3.2 Pathways Analysis: Defining and Synthesizing the Brand Promise and
Putting it into Operation 113
3.3 Brand Portfolio Management: Coordinating Multi Brand Strategies
Systematically 131
3.4 The Brand Personality Gameboard: Enriching Brands with the
Right Emotions 145
Interview with Prof. Dr. Ing. Wolfgang Reitzle Consistency takes
absolute priority 158
4 Managing Brands i6j
4.1 Marketing Rol: Quest for the Holy Grail 167
4.2 The Brand Cockpit: Collecting and Using Data Systematically and Effec
tively 194
4.3 Brand Delivery: How to Bring the Brand Promise to Life across all Custo
mer Touch Points 232
4.4 The Brand Organization: Systems and Requirements 225
4.5 Involving External Service Providers: True Partnerships that Lead to Joint
Success 2}}
Interview with Chris Burggraeve: New Models and Measurements
to Stay the Number One Global Brand in the Digital Age 246
5. Power Brands: Ten Perspectives 255
Table of illustrations 261
Selected bibliography 267
Companies and products 271
About the illustrations 273
About the authors 273
its |
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| isbn | 9783527502820 |
| language | English |
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| spelling | Riesenbeck, Hajo Verfasser aut Power Brands measuring, making and managing brand success Hajo Riesenbeck and Jesko Perrey Weinheim WILEY-VCH-Verl. 2007 XII, 274 S. Ill., graph. Darst. 237 mm x 168 mm, 690 gr. txt rdacontent n rdamedia nc rdacarrier Literaturverz. S. 267 -269 Markenpolitik (DE-588)4144679-3 gnd rswk-swf Markenpolitik (DE-588)4144679-3 s DE-604 Perrey, Jesko 1967- Verfasser (DE-588)120292254 aut text/html http://deposit.dnb.de/cgi-bin/dokserv?id=2909657&prov=M&dok_var=1&dok_ext=htm Inhaltstext HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=015623812&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
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| subject_GND | (DE-588)4144679-3 |
| title | Power Brands measuring, making and managing brand success |
| title_auth | Power Brands measuring, making and managing brand success |
| title_exact_search | Power Brands measuring, making and managing brand success |
| title_exact_search_txtP | Power Brands measuring, making and managing brand success |
| title_full | Power Brands measuring, making and managing brand success Hajo Riesenbeck and Jesko Perrey |
| title_fullStr | Power Brands measuring, making and managing brand success Hajo Riesenbeck and Jesko Perrey |
| title_full_unstemmed | Power Brands measuring, making and managing brand success Hajo Riesenbeck and Jesko Perrey |
| title_short | Power Brands |
| title_sort | power brands measuring making and managing brand success |
| title_sub | measuring, making and managing brand success |
| topic | Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Markenpolitik |
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