Pressestimmen
"[...] 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)
Kurzbeschreibung
Starke Marken sind kein Zufallsprodukt. Wie sich Markenerfolg systematisch messen, machen und managen lässt, erfahren Sie in dem erfolgreichen Buch Power Brands, jetzt in der zweiten, überarbeiteten und erweiterten Auflage. Gemeinsam mit führenden Experten entwickelten die Autoren das bereits vielfach erprobte BrandMatics®-Konzept. Dieser ganzheitliche Ansatz verbindet die unabdingbare Kreativität in der Markenführung mit präziser Analytik und solidem Handwerk. So wird dauerhafter Markenerfolg planbar.
Seit der ersten Auflage des Buches hat sich viel getan, obwohl erst zwei Jahre vergangen sind. Die weltweiten Werbeausgaben übersteigen mittlerweile das Bruttoinlandsprodukt mittelgroßer Staaten. Das Web 2.0 bringt mit neuen Inhalten und Plattformen die Kundenkontaktpunktplanung durcheinander. Selbst große Marken wie Puma wechseln gleichsam über Nacht den Besitzer. Marken wie Ikea entwickeln sich unterdessen von Produktnamen zu ganzen Erlebniswelten. Auf die veränderten Herausforderungen antworten die Autoren mit einer Vielzahl neuer Ansätze und aktueller Fallstudien aus der Praxis. Zu den wichtigsten Neuerungen zählen eine systematische Untersuchung der Wirkung kreativer Werbung in Zusammenarbeit mit dem Art Directors Club sowie eine Neubewertung der Bedeutung systematischer Marktforschung für erfolgreiche Markenführung. Hinzu kommen neue Fallstudien zu Nivea, DHL und AstraZeneca.
Seit der ersten Auflage des Buches hat sich viel getan, obwohl erst zwei Jahre vergangen sind. Die weltweiten Werbeausgaben übersteigen mittlerweile das Bruttoinlandsprodukt mittelgroßer Staaten. Das Web 2.0 bringt mit neuen Inhalten und Plattformen die Kundenkontaktpunktplanung durcheinander. Selbst große Marken wie Puma wechseln gleichsam über Nacht den Besitzer. Marken wie Ikea entwickeln sich unterdessen von Produktnamen zu ganzen Erlebniswelten. Auf die veränderten Herausforderungen antworten die Autoren mit einer Vielzahl neuer Ansätze und aktueller Fallstudien aus der Praxis. Zu den wichtigsten Neuerungen zählen eine systematische Untersuchung der Wirkung kreativer Werbung in Zusammenarbeit mit dem Art Directors Club sowie eine Neubewertung der Bedeutung systematischer Marktforschung für erfolgreiche Markenführung. Hinzu kommen neue Fallstudien zu Nivea, DHL und AstraZeneca.
Synopsis
The McKinsey BrandMatics concept will show you how brands can be systematically managed. The individual tools and detailed concepts are organized into three topic areas: measuring, making, and managing power brands.
Klappentext
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.
Praise for the German edition:
"Drawing on a wealth of specific case studies, these branding specialists offer readers a set of systematically developed methods and tools for practical brand management."
Manager Magazin
"Two McKinsey consultants present insights and analyses from their own research and consulting engagements on the subject of Marketing. In typical McKinsey fashion, they attempt to lead this creativity- and instinct-driven business back to more rational and quantifiable variables."
Süddeutsche Zeitung
"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 Business Manager
Hajo Riesenbeck is a director based in the Düsseldorf office of McKinsey & Company and a leader of McKinsey's international Marketing Practice.
Dr. Jesko Perrey is a partner based in the Düsseldorf office of McKinsey & Company and leader of the Branding & Marketing RoI functional core group of McKinsey's European Marketing Practice.
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.
Praise for the German edition:
"Drawing on a wealth of specific case studies, these branding specialists offer readers a set of systematically developed methods and tools for practical brand management."
Manager Magazin
"Two McKinsey consultants present insights and analyses from their own research and consulting engagements on the subject of Marketing. In typical McKinsey fashion, they attempt to lead this creativity- and instinct-driven business back to more rational and quantifiable variables."
Süddeutsche Zeitung
"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 Business Manager
Hajo Riesenbeck is a director based in the Düsseldorf office of McKinsey & Company and a leader of McKinsey's international Marketing Practice.
Dr. Jesko Perrey is a partner based in the Düsseldorf office of McKinsey & Company and leader of the Branding & Marketing RoI functional core group of McKinsey's European Marketing Practice.
Über den Autor
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.
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 Maß (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 Maß (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.
Dr. Jesko Perrey ist Partner im Düsseldorfer Büro von McKinsey & Company und Leiter der deutschen McKinsey Marketing Practice.
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 Maß (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 Maß (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.
