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About this book
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.
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Table of contents (11 chapters)
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Front Matter
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Back Matter
Reviews
'Branding is not about products, it's about people. We often pay lip service to this. But as this timely book shows, if we really take this insight to heart it can transform the management of brands, from top to toe.' - Hiroshi Okuda, Chairman, Toyota Motor Corporation
'This book's message - that brand management is a central, strategic, cross-functional activity - should have every CEO sitting up and taking notice.' - Heinz Jürgen Krogner-Kornalik, Deputy Chairman& Group CEO, Esprit Holdings Ltd.
'For too long, effective marketing has been held back by suspicion and misunderstanding between 'hard' numbers people and 'soft' creatives. At last we have a way out of this impasse!' - Yves Dumont, Président du Directoire of Champagne Laurent-Perrier
'Most CEOs would be happy to invest in marketing if they were convinced it would be money well spent. The data-based approach to strategy formulation and execution described here shows when, and why, money is well spent and not well spent. In doing so, it lifts a burden that has dogged brand managers for years.' - Dr. Andrea Malgara, Board Member, SevenOne Media
'...this book is immensely thought-provoking.' - Trevor Jones, B2B Marketing
About the authors
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.
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.
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.
ALAN MITCHELL is a well-known author and writer on brands, marketing, and improving customer value.
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.
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.
ALAN MITCHELL is a well-known author and writer on brands, marketing, and improving customer value.
Bibliographic Information
Book Title: Moment of Truth
Book Subtitle: Redefining the CEO's Brand Management Agenda
Authors: Andreas Bauer, Björn Bloching, Kai Howaldt, Alan Mitchell
DOI: https://doi.org/10.1057/9780230203884
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2006
eBook ISBN: 978-0-230-20388-4Published: 12 December 2005
Edition Number: 1
Number of Pages: XV, 174
Topics: Management, Marketing