Brand Growth Barriers: Identify, Understand, and Overcome Them

✍ Scribed by Ralph Krüger, Andreas Stumpf (auth.)

• Publisher: Springer-Verlag Berlin Heidelberg
• Year: 2013
• Tongue: English
• Leaves: 148
• Series: Management for Professionals
• Edition: 1
• Category: Library

✦ Synopsis

How can a brand - whether products or services, B2B or B2C, big or small - get back onto a growth track, even in economically difficult times? According to the two brand leadership experts Ralph Krüger and Andreas Stumpf, this can only be achieved by systematically overcoming growth barriers. In this book they present their Brand Growth Barrier Model, which makes it possible for businesses to identify, understand and overcome the barriers to and in their own brands. Case studies from well known brands of different categories, useful checklists for daily business and a clear, practical Question and Answer System on all relevant issues make this book an indispensable guide - not only for marketing experts but also for chief executives and responsible parties in sales and controlling. ​

✦ Table of Contents

Front Matter....Pages i-xiv
The Wonderful World of Growing Brands....Pages 1-14
Requirements of Growth-Oriented Brand Management....Pages 15-31
Identifying Growth Barriers....Pages 33-50
Understanding Growth Barriers....Pages 51-74
Overcoming Growth Barriers....Pages 75-107
Planning, Forecasting and Monitoring Growth....Pages 109-118
Back Matter....Pages 119-137

✦ Subjects

Marketing; Business Strategy/Leadership; Sales/Distribution/Call Center/Customer Service; Market Research; Organization/Planning