Brand Growth Barriers

Identify, Understand, and Overcome Them

  • Ralph Krüger
  • Andreas Stumpf
Part of the Management for Professionals book series (MANAGPROF)

Table of contents

  1. Front Matter
    Pages i-xiv
  2. Ralph Krüger, Andreas Stumpf
    Pages 1-14
  3. Ralph Krüger, Andreas Stumpf
    Pages 15-31
  4. Ralph Krüger, Andreas Stumpf
    Pages 33-50
  5. Ralph Krüger, Andreas Stumpf
    Pages 51-74
  6. Ralph Krüger, Andreas Stumpf
    Pages 75-107
  7. Ralph Krüger, Andreas Stumpf
    Pages 109-118
  8. Back Matter
    Pages 119-137

About this book

Introduction

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. ​

Keywords

Brand growth Brand keys Decision making Focus groups Focused-brand leadership Market growth barriers

Authors and affiliations

  • Ralph Krüger
    • 1
  • Andreas Stumpf
    • 2
  1. 1.AMC GmbH & Co.KGFrankfurtGermany
  2. 2.AMC GmbH & Co.KGFrankfurtGermany

Bibliographic information

  • DOI https://doi.org/10.1007/978-3-642-37108-0
  • Copyright Information Springer-Verlag Berlin Heidelberg 2013
  • Publisher Name Springer, Berlin, Heidelberg
  • eBook Packages Business and Economics
  • Print ISBN 978-3-642-37107-3
  • Online ISBN 978-3-642-37108-0
  • Series Print ISSN 2192-8096
  • Series Online ISSN 2192-810X
  • About this book