Moment of Truth

Redefining the CEO's Brand Management Agenda

Andreas W. Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell

190 pages, parution le 16/12/2005

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Résumé

The authors argue that a paradigm shift is needed with regard to brand management. Many companies and organizations have seen brand management as a narrow marketing activity and this has resulted in weak brands. By contrast they argue for a holistic approach to branding with the brand at the centre of a value-based approach and the focal point of business strategy. They show how to develop brand strategy and brand engagement as part of a brand-centric organization.

L'auteur - Andreas W. Bauer

Andreas Bauer is Head of the International Competence Centre on Retail and Consumer Goods at Roland Berger Strategy Consultants, Germany and is especially familiar with the challenges and best practices in the marketing environment.

L'auteur - Björn Bloching

Bjoern Bloching is a partner of the International Competence Centre on Marketing and Sales at Roland Berger Strategy Consultants, Germany, and is responsible for the brand management practice.

L'auteur - Kai Howaldt

Kai Howaldt is the Head of the International Competence Centre on Marketing and Sales at Roland Berger Strategy Consultants, Germany and has 15 years of consulting experience on marketing strategy and implementation for global players in all industries.

L'auteur - Alan Mitchell

Alan Mitchell is a well-known author and writer on brands, marketing, and improving customer value.

Sommaire

Setting the scene
The moment of truth
Profiling consumer values
Profiling values in a B2B context
Turning values information into insight
From insight to brand strategy
From brand strategy to action
Winning internal brand engagement
Tracking performance
Issues and questions
The CEO's moment of truth

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Palgrave
Auteur(s)	Andreas W. Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell
Parution	16/12/2005
Nb. de pages	190
Format	16 x 24
Couverture	Relié
Poids	565g
Intérieur	Noir et Blanc
EAN13	9781403998965
ISBN13	978-1-4039-9896-5