Was Marken unwiderstehlich macht - 101 Wege zur Begehrlichkeit
1. Januar 2009 ▪ Reading time: approx. 0:30 min.
Well-known brands are not automatically desired brands. They can just as well be well-known and unattractive at the same time. In his book "Was Marken unwiderstehlich macht – 101 Wege zur Begehrlichkeit", Klaus-Dieter Koch presents 101 ideas and management methods companies can use to boost the attractiveness of their brands, so that they can grow even in saturated markets and persevere during times of economic downturn.
The power of the brand should never be underestimated, Koch writes: "A brand is bundled attractiveness, which is the result of a confidently occupied, clear market position and an incomparable performance. Incomparability is the only lastingly effective weapon against the rampant price decay at all levels." To make that work, positive preconceptions based on decades of peak performances have to be condensed into trust.
Koch illuminates numerous aspects of brand management, such as:
The successful book is also available in English.
Publisher: Orell Füssli (2014)
Hardcover: 236 pages