Power Brands PDF Download

Author: Hajo Riesenbeck
Publisher: Wiley-VCH
ISBN:
Category : Business & Economics
Languages : en
Pages : 296

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Book Description
Contrary to the belief that brand management is mostly a matter of art and luck, the teams at McKinsey teams found out how brands can be measured, built, and managed systematically. Power Brands reveals the secret of strong brands, presenting a holistic approach to brand management, which combines precise science with target-oriented craft and inspiring art. Using concepts developed from a university study, the book introduces McKinsey BrandMatics, which combines systematic, qualitative concepts and indicators (e.g., brand image) with quantitative ones (e.g., revenue potential), resulting in a comprehensive and transparent framework for successful brand management.

Author: Steve McKee
Publisher: Macmillan
ISBN: 1137278846
Category : Business & Economics
Languages : en
Pages : 258

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Book Description
A marketing expert explains why some small companies grow into bigger and better organizations and others falter and asserts that companies can best expand their brand by using creative and sometimes counter-intuitive strategies to generate growth. 20,000 first printing.

Author: Barbara E. Kahn
Publisher: University of Pennsylvania Press
ISBN: 1613630255
Category : Business & Economics
Languages : en
Pages : 133

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Book Description
The branding bible for today's globalized world Today, brands have become even more important than the products they represent: their stories travel with lightning speed through social media and the Internet and across countries and diverse cultures. A brand must be elastic enough to allow for reasonable category and product-line extensions, flexible enough to change with dynamic market conditions, consistent enough so that consumers who travel physically or virtually won't be confused, and focused enough to provide clear differentiation from the competition. Strong brands are more than globally recognizable; they are critical assets that can make a significant contribution to your company's bottom line. In Global Brand Power, Kahn brings brand management into the 21st century, addressing how branding contributes to the purchase process and how to position a strong global brand, from identifying the appropriate competitive set, offering a sustainable differential advantage, and targeting the right strategic segment. This essential guide also covers how customer ownership of your brand affects marketing strategy, methods for assessing brand value, how to manage a brand for long-term profitability, effective brand communications and repositioning strategies, and how to manage a brand in a world of total transparency—where one slip-up can go around the world via social media instantaneously. Filled with stories about how Coca-Cola, The Estée Lauder Companies Inc., Marriott, Apple, Starbucks, Campbell Soup Company, Southwest Airlines, and celebrities like Lady Gaga are leveraging their brands, Global Brand Power is the only book you will need to implement an effective brand strategy for your firm.

Author: Paul Stobart
Publisher: Springer
ISBN: 1349128406
Category : Business & Economics
Languages : en
Pages : 289

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Book Description
An increasing number of the world's companies have come to recognise that their brands are of enormous value and that failure to maintain and support these important assets can lead to the failure of the company itself. Many in the world of marketing have commented on the power of individual brands and the value that they have in contributing to the financial well-being of a company. Seldom however have the owners of the world's leading brands been invited to give their views. This book gives brand owners the opportunity to put forward their own views on the power and importance of brands. Contributions from senior executives at Coca-Cola, Guinness, Nestle, Grand Metropolitan, Mercedes, BSN, Benetton, Tesco, Maruha and Mars cover subjects such as the importance of brand power and how to create, manage and value brand power and important contributions from academics, management consultants and marketing experts are also included.

Author: Hajo Riesenbeck
Publisher: John Wiley & Sons
ISBN: 3527503900
Category : Business & Economics
Languages : en
Pages : 369

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Book 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.

Author: Jesko Perrey
Publisher: John Wiley & Sons
ISBN: 3527507817
Category : Business & Economics
Languages : en
Pages : 332

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Book Description
Brand success can be managed What distinguishes a brand-name product from no-name competitors? How can companies assess and enhance 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-Konzept from McKinsey. Now in its third revised and enhanced edition, Power Brands incorporates many recent advances in the field: New research on the evolution of brand relevance - both in B2C and B2B. Two modular additions to the proven brand purchase funnel framework. All-new chapters on brand delivery, MROI, and digital brand management. Dozens of new case studies - from insights generation to brand promise definition. Six new in-depth interviews with distinguished international brand managers.

Author: Ajay Kelkar
Publisher: Booktango
ISBN: 146890146X
Category : Business & Economics
Languages : en
Pages : 19

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Book Description
India is changing rapidly & this needs new paradigms for Marketing. This book explores powerful new ways of connecting with customers to drive revenue & profitability.

Author: Jim Stengel
Publisher: Crown Currency
ISBN: 0307720373
Category : Business & Economics
Languages : en
Pages : 338

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Book Description
Ten years of research uncover the secret source of growth and profit … Those who center their business on improving people’s lives have a growth rate triple that of competitors and outperform the market by a huge margin. They dominate their categories, create new categories and maximize profit in the long term. Pulling from a unique ten year growth study involving 50,000 brands, Jim Stengel shows how the world's 50 best businesses—as diverse as Method, Red Bull, Lindt, Petrobras, Samsung, Discovery Communications, Visa, Zappos, and Innocent—have a cause and effect relationship between financial performance and their ability to connect with fundamental human emotions, hopes, values and greater purposes. In fact, over the 2000s an investment in these companies—“The Stengel 50”—would have been 400 percent more profitable than an investment in the S&P 500. Grow is based on unprecedented empirical research, inspired (when Stengel was Global Marketing Officer of Procter & Gamble) by a study of companies growing faster than P&G. After leaving P&G in 2008, Stengel designed a new study, in collaboration with global research firm Millward Brown Optimor. This study tracked the connection over a ten year period between financial performance and customer engagement, loyalty and advocacy. Then, in a further investigation of what goes on in the “black box” of the consumer’s mind, Stengel and his team tapped into neuroscience research to look at customer engagement and measure subconscious attitudes to determine whether the top businesses in the Stengel Study were more associated with higher ideals than were others. Grow thus deftly blends timeless truths about human behavior and values into an action framework – how you discover, build, communicate, deliver and evaluate your ideal. Through colorful stories drawn from his fascinating personal experiences and “deep dives” that bring out the true reasons for such successes as the Pampers, HP, Discovery Channel, Jack Daniels and Zappos, Grow unlocks the code for twenty-first century business success.

Author: Tony Sinanis
Publisher: Corwin Press
ISBN: 1483371905
Category : Education
Languages : en
Pages : 73

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Book Description
Turn a spotlight on what’s great about your school! Inform, engage, and support your school community with this step-by-step guide in the Connected Educators Series. Begin exploring the benefits of branding and create an action plan for sharing the excellent things unfolding in your classroom, school, or district. Includes concrete suggestions and in-depth case studies that will help you: Artfully create a brand name, symbol or design Share great events using blogs and more Empower all stakeholders, including students Teach digital citizenship K-12 Use this all-inclusive guide to start sharing just how special your school is!

Author: Hal Brands
Publisher: Cornell University Press
ISBN: 0801470277
Category : Political Science
Languages : en
Pages : 288

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Book Description
Grand strategy is one of the most widely used and abused concepts in the foreign policy lexicon. In this important book, Hal Brands explains why grand strategy is a concept that is so alluring—and so elusive—to those who make American statecraft. He explores what grand strategy is, why it is so essential, and why it is so hard to get right amid the turbulence of global affairs and the chaos of domestic politics. At a time when "grand strategy" is very much in vogue, Brands critically appraises just how feasible that endeavor really is. Brands takes a historical approach to this subject, examining how four presidential administrations, from that of Harry S. Truman to that of George W. Bush, sought to "do" grand strategy at key inflection points in the history of modern U.S. foreign policy. As examples ranging from the early Cold War to the Reagan years to the War on Terror demonstrate, grand strategy can be an immensely rewarding undertaking—but also one that is full of potential pitfalls on the long road between conception and implementation. Brands concludes by offering valuable suggestions for how American leaders might approach the challenges of grand strategy in the years to come.