Power brands: measuring, making and managing brand success
Saved in:
| Main Authors: | , , |
|---|---|
| Format: | Book |
| Language: | English German |
| Published: |
Weinheim
WILEY-VCH
2015
|
| Edition: | 3. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | 329 S. Ill., graph. Darst. |
| ISBN: | 9783527507818 |
Staff View
MARC
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| 250 | |a 3. ed. | ||
| 264 | 1 | |a Weinheim |b WILEY-VCH |c 2015 | |
| 300 | |a 329 S. |b Ill., graph. Darst. | ||
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Record in the Search Index
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| adam_text | Contents
Contento
5
Why you should read this book
7
Third edition acknowledge
menti
11
Second edition acknowledgements
13
First edition acknowledgements
15
1.
What Brands Can Do
19
1.1
What Brands Mean for Consumers and Companies
19
1.2
The Secret of Strong Brands
30
1.3
McKinsey BrandMatics*
-
Mastering Brand Management
61
Interview wtth Matt Jauchlus of Nationwide:
»Ine
Journey from art to science«·
67
Notes
71
2.
Measuring Brands
77
2.1
Brand Relevance: Assessing the Relative Importance of Brands
77
2.2
From Insight to Impact: Customer Insights and Segmentation
for Better Brand Management
¡02
2.3
The Brand Purchase Funnel
¡30
Interview with
Erwin
van Laethem and
Dorkás
Koenen
of Essent »Differentiating
In the middle«·
149
Notes
160
3.
Making Brands
165
3.1
Mapping Brand Image
165
3.2
Brand Drivers: What is Really Important for the Consumer?
171
3.3
The Matrix of Options
182
3.4
Brand Portfolio Management
¡87
3.5
Brand Leverage
195
Interview wtth
Jean-Christophe
Babin
of
Bulgari:
»Everything we do Is brand
management«!
211
Notes
215
4.
Brand Delivery
219
4.1
A Promise is a Promise: Bringing Brands to Life
219
4.2
M ROI
-based Communications Management
242
4.3
Internal Activation: Creating a Brand Mindset
261
4.4
Digital Brand Management
266
4.5
The Brand Cockpit: Collecting and Using Data Systematically
and Effectively
278
4.6
The Brand Organization: Structural Success Factors
291
β
Contents
Interview
włth Kasper Rorsted
of
Henkel:
»Get the strategy and the team right«
307
Notes
311
5.
Power Brands: Ten Perspectives
315
Interview
włth
Oliver
Bierhoff
of the German national soccer team: »I never stop
thinking about the national team brand«
317
Table of Illustrations
323
About the authors
327
About the Illustrations
329
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| id | DE-604.BV042335380 |
| illustrated | Illustrated |
| indexdate | 2025-02-20T06:43:15Z |
| institution | BVB |
| isbn | 9783527507818 |
| language | English German |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-027772025 |
| oclc_num | 903225258 |
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| physical | 329 S. Ill., graph. Darst. |
| publishDate | 2015 |
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| publisher | WILEY-VCH |
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| spellingShingle | Perrey, Jesko 1967- Freundt, Tjark Spillecke, Dennis Power brands measuring, making and managing brand success Brand name products Markenpolitik (DE-588)4144679-3 gnd |
| 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_full | Power brands measuring, making and managing brand success Jesko Perry, Tjark Freundt, and Dennis Spillecke |
| title_fullStr | Power brands measuring, making and managing brand success Jesko Perry, Tjark Freundt, and Dennis Spillecke |
| title_full_unstemmed | Power brands measuring, making and managing brand success Jesko Perry, Tjark Freundt, and Dennis Spillecke |
| title_short | Power brands |
| title_sort | power brands measuring making and managing brand success |
| title_sub | measuring, making and managing brand success |
| topic | Brand name products Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | Brand name products Markenpolitik |
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Indexes
THWS Würzburg Zentralbibliothek Lesesaal
| Call Number: |
1000 QP 624 P455 P8(3) |
|---|---|
| Copy 1 | ausleihbar Available Place a Hold |