The Brand Bubble : The Looming Crisis in Brand Value and How to Avoid it
John. Gerzema
Bok Engelsk 2008 · Electronic books.
| Utgitt | Chichester : : Wiley, , 2008.
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| Omfang | 1 online resource (266 p.)
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| Opplysninger | Description based upon print version of record.. - The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It; Contents; Foreword; Part I: Introduction; Chapter 1: Tulipmania and Inflated Brands; Chapter 2: Can You Say "Irresistible" ?; Chapter 3: Wall Street, Meet Main Street; Chapter 4: The Postmodern Craving for Creativity; Chapter 5: Welcome to Consumer Land; Part II: Application; Chapter 6: Stage One-Exploration; Chapter 7: Stage Two-Distillation; Chapter 8: Stage Three-Ignition; Chapter 9: Stage Four-Fusion; Chapter 10: Stage Five-Renewal; Epilogue: A Brand May Be Famous, But Is It Creating Return for Shareholders?; Notes. - AcknowledgmentsThe Authors; Index. - How to use brands to gain and sustain competitive advantage Companies today face a dilemma in marketing. The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. In this book, Gerzema and LeBar offer credible evidence--drawn from a detailed analysis of a decade's worth of brand and financial data using Y&R's Brand Asset Valuator (BAV), the largest database of brands in the world--that business is riding on yet another bubble that is ready to burst--a brand bubble. While most managers still see metrics like t
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| ISBN | 9780470183878
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