Moment of Truth - Bauer, Andreas
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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.
Table of contents:
Introduction and Problematisation
Change of Paradigm: The Basis for Successful Brand Management…mehr

Produktbeschreibung
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.

Table of contents:
Introduction and Problematisation
Change of Paradigm: The Basis for Successful Brand Management
The Values and the Archetypes
Develop the Brand Strategy
Brand Execution
Brand Engagement
Brand-Centric Organization
Brand Tracking
Outlook and Perspectives
Autorenporträt
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 member of the International Competence Centre on Marketing and Sales at Roland Berger Strategy Consultants, Germany and is an expert on brand management.

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 expert on marketing and an experienced and successful writer on the subject of international marketing.