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Brand Growth Barriers

Identify, Understand, and Overcome Them

  • Book
  • © 2013

Overview

Authors:
  1. Ralph Krüger

    1. AMC GmbH & Co.KG, Frankfurt, Germany

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    You can also search for this author in PubMed   Google Scholar

  2. Andreas Stumpf

    1. AMC GmbH & Co.KG, Frankfurt, Germany

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    You can also search for this author in PubMed   Google Scholar

  • Presents the Brand Growth Barrier Model to systematically identify, understand, and overcome growth barriers
  • Case studies from well-known brands of different categories to clearly understand the underlying theory
  • Checklists for quick reference
  • Clear and practical Question and Answer system to help marketeers focus on main tasks?
  • Includes supplementary material: sn.pub/extras

Part of the book series: Management for Professionals (MANAGPROF)

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Table of contents (6 chapters)

  1. Front Matter

    Pages i-xiv
    Download chapter PDF

  2. The Wonderful World of Growing Brands

    • Ralph Krüger, Andreas Stumpf
    Pages 1-14

  3. Requirements of Growth-Oriented Brand Management

    • Ralph Krüger, Andreas Stumpf
    Pages 15-31

  4. Identifying Growth Barriers

    • Ralph Krüger, Andreas Stumpf
    Pages 33-50

  5. Understanding Growth Barriers

    • Ralph Krüger, Andreas Stumpf
    Pages 51-74

  6. Overcoming Growth Barriers

    • Ralph Krüger, Andreas Stumpf
    Pages 75-107

  7. Planning, Forecasting and Monitoring Growth

    • Ralph Krüger, Andreas Stumpf
    Pages 109-118

  8. Back Matter

    Pages 119-137
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Keywords

About this book

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. ​

Authors and Affiliations

  • AMC GmbH & Co.KG, Frankfurt, Germany

    Ralph Krüger, Andreas Stumpf

About the authors

Ralph Krüger and Andreas Stumpf were Brand Managers at Procter & Gamble for several years before they founded their own company Advanced Marketing Consulting in Frankfurt in 1999. Together with their team, the authors advise and support numerous national and international enterprises from the consumer goods and finance industries such as Bayer, Beiersdorf, Deutsche Bank, Nestlé, Pepsico, SCA and Wrigley, as well as companies active in B2B marketing and sales such as Bosch or Heraeus Kulzer. The authors’ core competence lies in the systematic development of growth strategies – based on their own brand leadership approach – to generate sustainable growth for brands.

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