What makes you reach for a brand-name product instead of a no name? How can a manager put a number behind a brand's potential? What steps can a company take to develop and manage its brands successfully?

Answers to these questions are provided by Power Brands. Measuring, Making and Managing Brand Success. In their new book, marketing experts Hajo Riesenbeck and Jesko Perrey of McKinsey present a thorough and proven approach to harnessing the power of brands more deliberately and successfully.

The authors have integrated a wide range of tools and frameworks for brand management into a unifying approach, BrandMatics®. Some parts were developed in collaboration with clients, others with university professors. Their common denominator is an emphasis on using precise analytics (science) to guide and reinforce solid execution (craft) and targeted creativity (art). BrandMatics® gives CEOs and CMOs interlocking concepts and metrics for assessing overall brand performance more reliably. It gives managers and marketing specialists a rich toolbox for making brand decisions and improvements more quickly and confidently on the basis of solid facts and data.

The book draws on internationally known brands, such as Nivea, Samsung, and Sony Ericsson, to illustrate which marketing approaches have proved successful in practice and why. Interviews with Prof. Dr.-Ing. Wolfgang Reitzle, CEO of Linde, and Chris Burggraeve, Group Marketing Director of the Coca-Cola Group in Europe, provide insider views on how the experts tackle branding challenges. Ten principles for successful brand management round out Power Brands as down-toearth guidance on making systematic brand management a way of life.

Following the success of the first and second editions of Power Brands in German, which sparked demand for an international version, Hajo Riesenbeck and Jesko Perrey have now published their third edition in English. They have updated their analyses and added many international examples to illustrate their key points. Power Brands also presents the results of a new, large-scale comparative study of the relevance of brands by country.