Power Brands : Measuring, Making, and Managing Brand Success

by Riesenbeck, Hajo; Perrey, Jesko

• ISBN13: 9783527503902
• ISBN10: 3527503900
• Edition: 2nd
• Format: Hardcover
• Copyright: 2008-12-22
• Publisher: Vch Pub

Summary

What distinguishes a brand-name product from no-name competitors? How can companies assess the value of their brands? What steps can executives take to manage their brands successfully?

Author Biography

Hajo Riesenbeck joined McKinsey & Company, Inc., in 1979 as a consultant in Dusseldorf. He was elected to Principal in 1985 and to Director in 1991. He advises international clients in the consumer goods, financial services, branded industrial products, retail, transportation, and chemicals industries. He is one of the leaders of McKinsey's global Marketing Practice. His books include Mega-Macht Marke (2004/2005), Marketing nach Ma+ƒ (2007), and Power Brands: Measuring, Building, and Managing Brand Success (originally published in 2007, now in its second edition). He is also the author of numerous articles and speeches on marketing.

Jesko Perrey is a Partner of McKinsey & Company, Inc. and based in the Dusseldorf office, which he joined in 1999. He leads McKinsey's German Marketing & Sales Practice and serves clients in the consumer goods, retail, financial services, and logistics industries. The functional focus of his work is on branding and marketing spend effectiveness. His books include Mega-Macht Marke (2004/2005), Marketing nach Ma+ƒ (2007), and Power Brands: Measuring, Building, and Managing Brand Success (originally published in 2007, now in its second edition). Mr. Perrey is also a sought-after speaker and contributor on a wide range of topics in brand management.

Table of Contents

Why you should read this book	p. IX
Second edition acknowledgements	p. XV
First edition acknowledgements	p. XVII
What Brands Can Do, and What Makes Them Strong	p. 1
What Brands Mean for Consumers and Companies	p. 1
The Secret of Strong Brands	p. 13
Art meets Science: Creative Advertising Examined	p. 25
McKinsey BrandMatics - Mastering Brand Management	p. 50
Interview with Pieter Nota: "Brand Communication is a Top Management Responsibility"	p. 57
Measuring Brands	p. 67
The Brand Relevance Calculator: Assessing the Relative Importance of Brands	p. 67
From Insight to Impact: Customer Insights and Segmentation for Better Brand Management	p. 87
Qualitative Research helps identify Hidden Needs	p. 94
McKinsey's Core Beliefs about Segmentation	p. 112
The Brand Diamond: Developing a Precise Understanding of Brand Image	p. 113
The Brand Purchase Funnel: Measuring and Quantifying Brand Performance	p. 117
Inside the Funnel: A Fresh Take on Consumer Decision Making	p. 128
Interview with Are Thu: "Nokia is Moving to Value-Based Branding"	p. 132
Making Brands	p. 141
Brand Driver Analysis: Deriving Strategic Brand Direction and Initiatives for Growth	p. 142
Brand Management in the Kion Group of Companies	p. 155
Matrix of Options: Defining and Synthesizing the Brand Promise and Putting it into Operation	p. 160
Applying the Matrix of Options for Action	p. 164
Brand Portfolio Management: Coordinating Multiple-Brand Strategies Systematically	p. 181
Brand Leverage: Five Observations about Brand Transfer	p. 190
BrandMatics Advanced	p. 197
The Brand Personality Gameboard: Matching Celebrity Endorsements to Brand Personality Profiles	p. 202
Interview with Prof. Dr.-Ing. Wolfgang Reitzle: "Consistency Takes Absolute Priority"	p. 210
Managing Brands	p. 221
Brand Delivery: How to Bring the Brand Promise to Life across All Customer Touch Points	p. 221
Orange Brand Launch in France - Inside=Outside: Brand Transformation	p. 233
DHL: Becoming the World's First Choice in Logistics through Systematic Brand Management	p. 238
Marketing RoI: Quest for the Holy Grail	p. 242
Marketing at Sony Ericsson Mobile Communications: Spending in the Right Place	p. 247
The Brand Cockpit: Collecting and Using Data Systematically and Effectively	p. 269
How the Dashboard became a Cashboard: Cisco Systems' Award-winning Marketing Cockpit	p. 284
AstraZeneca's Brand Equity Tool	p. 286
The Brand Organization: Systems and Requirements	p. 290
Involving External Service Providers: True Partnerships that Lead to Joint Success	p. 299
Interview with Chris Burggraeve: "New Models and Measurements to Stay the Number One Global Brand in the Digital Age"	p. 315
Power Brands: Ten Perspectives	p. 327
Table of illustrations	p. 333
Selected bibliography	p. 339
Companies and brands	p. 343
About the authors	p. 347
About the illustrations	p. 348
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