Power Brands: Measuring, Making and Managing Brand Success - Hardcover

Über die Autorin bzw. den Autor

Hajo Riesenbeck joined McKinsey Duesseldorf as consultant in 1979. He was elected to Principal in 1985 and to Director in 1991. He has been serving clients across a range of industries, e.g., consumer goods, financial services, branded industrial products, retail, transportation and chemical companies. He is one of the leaders of McKinsey's Global Marketing Practice and was co-author of the first two editions of Mega-Macht-Marke (Engl.: Power Brands: Measuring, Building, and Managing Brand Success) in 2004 and 2005, along with numerous articles and speeches on marketing.

Jesko Perrey is a Partner of McKinsey & Company, Inc. and based in the Duesseldorf office which he joined in 1999. He is a member of McKinsey's European Marketing & Sales Practice as well as of the European Retail Practice. Furthermore, he is the European leader of the Branding & Marketing Spend Effectiveness Sub-Center and is co-author of Mega-Macht-Marke (Engl.: Power Brands: Measuring, Managing, and Mastering Brand Success) (2004 and 2005).

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Brand success can be managed

What distinguishes a brand-name product from no-name competitors? How can companies precisely measure 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.