贝格品牌战略咨询框架stratgic brand management.pdfVIP

Strategic Brand Management Advanced understanding of consumer and brand value Sneak Preview Roland Berger New York, Paris, Munich October 2002 1 The right or wrong brand strategy has immediate impact on business success, profitability – and thus on corporate value • The importance of brands is ever increasing: Consumers are increasingly bombarded with advertising messages and information. As a consequence of this i nformation overkill, a brand has become the abbreviation of all its posit