Power brands : measuring, making, and managing brand success / Hajo Riesenbeck and Jesko Perrey

Inclou bibliografia i índex

what brands can do, and what makes them stron : what brands mean for consumers and companies : the secret of string brands : McKinsey BrandMetrics -- measuring brands : thre brand relevance tachometer: assessing the relative importance of brands : market segmentation: identifiying and selecting the right target gropus :the brand diamond: developing a precise understanding of brand image : the brand purchase funnel: measuring and quantifying brand performance -- making brands : brand driver analysis: deriving strategic brand direction and initiatives for growth : pathways analysis: defining and synthesizing the brand promise and putting it into operation : brand portfolio management: coordinating multi-brand strategies systematically : the brand personality gameboard : enriching brands with the right emotions : interview with prof. Dr. Ing. Wolfgang Reitzle >consistency takes absolute priority< --managing brands : marketing roi: quest for the holy grail : the brand cockpit: collecting and using data systematically and effectively : brand delivery: how to bring the brand promise to life across all customers : the brand organization: systems and rquirements : 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 -- power brands: ten perspectives