- Hardcover: 350 pages
- Publisher: Wiley VCH; 2 Rev Enh edition (12 Nov 2008)
- Language English
- ISBN-10: 3527503900
- ISBN-13: 978-3527503902
- Product Dimensions: 23.9 x 17.5 x 2.3 cm
- Average Customer Review: 5.0 out of 5 stars See all reviews (1 customer review)
- Amazon Bestsellers Rank: 500,443 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Description
Product Description
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.
About the Author
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 Maβ (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 Maβ (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.
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 Maβ (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.
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Most Helpful Customer Reviews
5.0 out of 5 stars
Brand building made transparent,
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This review is from: Power Brands: Measuring, Making and Managing Brand Success (Hardcover)
Finally a well writte easy to read book, that is not only well researched but also practically applicable. We already changed the way we monitor our campaigns based on some of the insights in this book.
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Most Helpful Customer Reviews on Amazon.com (beta) Amazon.com:
3.0 out of 5 stars (1 customer review)
3.0 out of 5 stars
It's good but expected more of McKinsey,
By Agnieszka Gornicka "marketing research profes... - Published on Amazon.com
This review is from: Power Brands: Measuring, Making and Managing Brand Success (Hardcover)
Well, this is an interesting book on measuring and analysing brand equity, with several good case studies. But all this knowledge is not new - as for analytical tools, everything can be found, for example, in Keller's Strategic Brand Management. I did not find anything helpful on measuring brand value, for example - which is an important issue these days. Survey methods are essentially the same as the research industry has been using for two decades at least. For me, the most valuable part is the way the data is presented - but not actual contents.I recommend this book for students or other entry-level readers who want to learn how to analyse brand strength. As a reference, this is an excellent source. |
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