Brand success can be managed
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?
Reliable answers to these and other questions can be found with the proven BrandMatics® concept from McKinsey. Now in its second, revised, and enhanced edition, Power Brands incorporates many recent advances. Highlights include:
- The BrandMatics® Advanced approach to brand portfolio management
- A systematic study to assess the importance of creativity in advertising
- Tools to optimize the reach, cost, and quality of critical touch points
- Interviews and inserts on leading brands such as Nokia, Nivea, and DHL
"Open, well illustrated, and thoughtful. This book gives branding specialists an opportunity to form a clear picture of the conceptual frameworks McKinsey applies in its work."Harvard Businessmanager
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