Moment of Truth: Redefining the CEO's Brand Management Agenda

Front Cover
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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Contents

1 Setting the scene
1
2 The moment of truth
11
3 Profiling consumer values
29
4 Profiling values in a B2B context
59
5 Turning values information into insight
66
6 From insight to brand strategy
87
7 From brand strategy to action
119
8 Winning internal brand Engagement
137
9 Tracking performance
147
10 Issues and questions
155
11 The CEOs moment of truth
167
Technical appendix
173
Copyright

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About the author (2005)

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.

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