Contrary to the belief that brand management is mostly a matter of art and luck, the teams at McKinsey teams found out how brands can be measured, built, and ma

"A marketing expert explains why some small companies grow into bigger and better organizations and others falter and asserts that companies can best expand the

The McKinsey BrandMatics concept will show you how brands can be systematically managed. The individual tools and detailed concepts are organized into three top

Brand success can be managed What distinguishes a brand-name product from no-name competitors? How can companies assess and enhance the value of their brands? W

An increasing number of the world's companies have come to recognise that their brands are of enormous value and that failure to maintain and support these impo