Brand Growth Barriers Identify, Understand, and Overcome Them
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 syst
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Ralph Krüger Andreas Stumpf
Brand Growth Barriers Identify, Understand, and Overcome Them
Management for Professionals
For further volumes: http://www.springer.com/series/10101
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Ralph Kru¨ger • Andreas Stumpf
Brand Growth Barriers Identify, Understand, and Overcome Them
Ralph Kru¨ger Andreas Stumpf AMC GmbH & Co.KG Frankfurt Germany
Translation service provided by Benjamin Liebelt and Sabine Reul, Textbu¨ro Reul GmbH, Frankfurt am Main, Germany Translation from German Language Edition: Jede Marke kann wachsen! by Ralph Kru¨ger and Andreas Stumpf Copyright © Gabler | GWV Fachverlage GmbH, Wiesbaden 2009 Gabler is a part of Springer Science+Business Media All Rights Reserved ISSN 2192-8096 ISSN 2192-810X (electronic) ISBN 978-3-642-37107-3 ISBN 978-3-642-37108-0 (eBook) DOI 10.1007/978-3-642-37108-0 Springer Heidelberg New York Dordrecht London Library of Congress Control Number: 2013939841 © Springer-Verlag Berlin Heidelberg 2013 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. Exempted from this legal reservation are brief excerpts in connection with reviews or scholarly analysis or material supplied specifically for the purpose of being entered and executed on a computer system, for exclusive use by the purchaser of the work. Duplication of this publication or parts thereof is permitted only under the provisions of the Copyright Law of the Publisher’s location, in its current version, and permission for use must always be obtained from Springer. Permissions for use may be obtained through RightsLink at the Copyright Clearance Center. Violations are liable to prosecution under the respective Copyright Law. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. While the advice and information in this book are believed to be true and accurate at the date of publication, neither the authors nor the editors nor the publisher can accept any legal responsibility for any errors or omissions that may be made. The publisher makes no warranty, express or implied, with respect to the material contained herein. Printed on acid-free paper Springer is part of Springer Science+Business Media (www.springer.com)
“This book shows: Outstanding brand management isn’t rocket science. It can be implemented for any brand using the systematic and, above all, logical BGB Model. The authors have repeatedly convinced us of this, not only in the book but in practice, too!” Oswald Barckhahn, Managin
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