基本説明
The McKinsey BrandMatics concepts will show you how brands can be systematically managed.
Full 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.
Contents
Why you should read this book Second edition acknowledgements First edition acknowledgements 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 Art meets Science: Creative Advertising Examined 1.3 McKinsey BrandMatics(r) - Mastering Brand Management Interview with Pieter Nota: "Brand Communication is a Top Management Responsibility" 2. Measuring Brands 2.1 The Brand Relevance Calculator: Assessing the Relative Importance of Brands 2.2 From Insight to Impact: Customer Insights and Segmentation for Better Brand Management Qualitative Research helps identify Hidden Needs McKinsey's Core Beliefs about Segmentation 2.3 The Brand Diamond: Developing a Precise Understanding of Brand Image 2.4 The Brand Purchase Funnel: Measuring and Quantifying Brand Performance Inside the Funnel: A Fresh Take on Consumer Decision Making Interview with Are Thu: "Nokia is Moving to Value-Based Branding" 3. Making Brands 3.1 Brand Driver Analysis: Deriving Strategic Brand Direction and Initiatives for Growth Brand Management in the Kion Group of Companies 3.2 Matrix of Options: Defining and Synthesizing the Brand Promise and Putting it into Operation Applying the Matrix of Options for Action 3.3 Brand Portfolio Management: Coordinating Multiple-Brand Strategies Systematically Brand Leverage: Five Observations about Brand Transfer BrandMatics Advanced 3.4 The Brand Personality Gameboard: Matching Celebrity Endorsements to Brand Personality Profiles Interview with Prof. Dr.-Ing. Wolfgang Reitzle: "Consistency Takes Absolute Priority" 4. Managing Brands 4.1 Brand Delivery: How to Bring the Brand Promise to Life across All Customer Touch Points Orange Brand Launch in France - Inside=Outside: Brand Transformation DHL: Becoming the World's First Choice in Logistics through Systematic Brand Management 4.2 Marketing RoI: Quest for the Holy Grail Marketing at Sony Ericsson Mobile Communications: Spending in the Right Place 4.3 The Brand Cockpit: Collecting and Using Data Systematically and Effectively How the Dashboard became a Cashboard: Cisco Systems? Award-winning Marketing Cockpit AstraZeneca's Brand Equity Tool 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 Table of illustrations Selected bibliography Companies and brands About the authors About the illustrations
