Power Brands

1. What Brands Can Do, and What Makes Them Strong
1.1 What brands mean for consumers and companies
1.2 The Secret of Strong Brands
1.3 McKinsey BrandMatics

2. Measuring Brands
2.1 The Brand Relevance Tachometer: Assessing the Relative Importance of Brands
2.2 Market Segmentation: Identifying and Selecting the Right Target Groups
2.3 The Brand Diamond: Developing a Precise Understanding of Brand Image
2.4 The Brand Purchase Funnel: Measuring and Quantifying Brand Performance

3. Making Brands
3.1 Brand Driver Analysis: Deriving Strategic Brand Direction and Initiatives for Growth
3.2 Pathways Analysis: Defining and Synthesizing the Brand Promise and Putting it into Operation
3.3 Brand Portfolio Management: Coordinating Multi-Brand Strategies Systematically
3.4 The Brand Personality Gameboard: Enriching Brands with the Right Emotions
Interview with Prof. Dr. Wolfgang Reitzle: Consistency takes absolute priority

4. Managing Brands
4.1 Marketing RoI: Quest for the Holy Grail
4.2 The Brand Cockpit: Collecting and Using Data Systematically and Effectively
4.3 Brand Delivery: How to Bring the Brand Promise to Life across all Customer Touch Points
4.4 The Brand Organization: Systems and Requirements
4.5 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
5. Power Brands: Ten Perspectives

Hajo Riesenbeck ist Director im Düsseldorfer Büro von McKinsey & Company und einer der Leiter der McKinsey International Marketing Practice.

Dr. Jesko Perrey ist Partner im Düsseldorfer Büro von McKinsey & Company und Leiter der deutschen McKinsey Marketing Practice.

"(.) Das praxisnahe Handbuch stellt zehn Thesen zum Markenmanagement vor und illustriert die Modelle anhand von Interviews und Schilderungen erfolgreicher Unternehmen wie beispielsweise der Vorzeigemarke Coca-Cola." (dedica, Nr.2/2007)