Strategie und Technik der Markenführung

Advantages: The standard work on brand management. Awarded the Best Textbook Award and the Georg-Bergler Prize by GfK and the Handelsblatt publishing house.

Quote/Testimonial:
“With this book, Esch has hit a home run amidst the flood of brand books.”
Prof. Dr. Hermann Diller, University of Erlangen-Nuremberg

“With this book, Esch has achieved a major success. All essential aspects of brand management have been scientifically addressed while bridging the gap to practice.”
Prof. Dr. Dr. h.c. mult. Heribert Meffert

“German companies have a significant backlog in brand management. Of the TOP 100 global brands, only six are German. The book 'Strategy and Techniques of Brand Management' shows how this can change.”
Prof. Dr. Hermann Simon, CEO, Simon, Kucher & Partner, Strategy & Marketing Consultants

“The impressive work… is of great value for the marketing efforts of companies. It provides clarity through concrete examples.”
Johann C. Lindenberg, Chairman of the Management Board Unilever Deutschland GmbH, Hamburg

About the work:
The brand is considered the most important intangible value creator for companies. Therefore, brand management is a top priority. The standard work on brand management systematically presents the framework conditions, goals, and fundamental strategies of brand management. Building on the development and implementation of brand identity and brand positioning as the foundation of brand management, it analyzes the structure and design of brands as well as growth with brands. It then focuses intensively on complex decisions regarding brand extension, the formation of brand alliances, and the management of brand portfolios and brand architectures. The book concludes with an evaluation system for brand control.

Target audience:
Marketing professionals in companies and advertising agencies, lecturers, and marketing students.