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We invest in building state-of-the-art expertise in all aspects of end-to-end brand strategy. Recent topics include maximizing shareholder value through brand leverage, approaches for accelerating the enhancement of brand equity, strategies for branding in multi-channel environments, and approaches for building brand presence.
View other Branding articles or browse the full set of articles sorted by our services at our Comprehensive Article Listing.
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Making Brand Portfolios Work
McKinsey on Marketing
November 2004
Rigorous economic analysis and strong insights into consumers can help marketers clarify the competitive positioning of their brands, avoid offending the core consumers of repositioned or discontinued ones, minimize cannibalization, and seize growth opportunities.
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Strike Up the Brands
McKinsey on Marketing
December 2003
Companies can positively impact top- and bottom-line growth by becoming smarter about the way that they manage their brand portfolios. To increase returns from brands assets, companies must adopt a more structured approach to portfolio management that is comprised of three main elements:positioning brands to deliver success for the overall portfolio; developing a stronger customer-versus-category perspective across all brands in the portfolio; and adopting a capital-allocation mind-set for brand investment.
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Download PDF - 2.96 mb » | |
Building Strong Brands Better, Faster, And Cheaper
Marketing Solutions
August 2002
To build and maintain brands better, faster, and cheaper, marketers must turn to a cross-functional approach to brand building that brings together superior customer insights, a clear understanding of future economics of target customer segments, and a commitment to reinforcing organizational capabilities.
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Download PDF - 379 kb » | |
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