The brand bubble : the looming crisis in brand value and how to avoid it
by
 
Gerzema, John, 1961-

Title
: 
The brand bubble : the looming crisis in brand value and how to avoid it

Author
: 
Gerzema, John, 1961-

ISBN
: 
9780470183878

Personal Author
: 
Gerzema, John, 1961-

Edition
: 
1st ed.

Publication Information
: 
San Francisco, Calif. : Jossey-Bass, ©2008.

Physical Description
: 
x, 252 pages : illustrations ; 24 cm

Contents
: 
Tulipmania and inflated brands -- Can you say "irresistible"? -- Wall Street, meet Main Street -- The postmodern craving for creativity -- Welcome to ConsumerLand -- Stage one -- Exploration: performing an energy audit. Case study: LEGO-play well -- Stage two -- Distillation: identifying the energy core. Case study: Virgin Atlantic-brilliant basics, magic touches -- Stage three -- Ignition: creating an energized value chain. Case study: Xerox-the energy inside -- Stage four -- Fusion: becoming an energy-driven enterprise. Case study: Mumbai Tiffin Box Suppliers-human energy -- Stage five -- Renewal: Active listening and constant refreshing of brand meaning. Case study: UNIQLO-seeing farther -- Epilogue: A brand may be famous, but is it creating return for shareholders?

Abstract
: 
Using a five-stage model, The Brand Bubble reveals how today's successful brands--and tomorrow's--have an insatiable appetite for creativity and change. These brands offer consumers a palpable sense of movement and direction thanks to a powerful "energized differentiation." Gerzema reveals how brands with energized differentiation achieve better financial performance than traditional brands have. Plus, Gerzema helps readers develop energized differentiation in their own brands, creating consumer-centric and sustainable organizations. --from publisher description.

Subject Term
: 
Brand name products -- Valuation.
 
Branding (Marketing)
 
Brand name products -- Case studies.
 
Brand name products.
 
Brand choice.

Added Author
: 
Lebar, Ed, 1943-

Electronic Access
: 
Table of contents Kostenfrei
 
Table of contents http://catdir.loc.gov/catdir/toc/ecip0822/2008027384.html
 
Cover http://swbplus.bsz-bw.de/bsz28806786xcov.htm


LibraryMaterial TypeItem BarcodeShelf NumberCopy
IIEMSAGeneral Books33168025420726658.827 G388B 20081
VEGA BordeauxGeneral Books000007686658.827 GER1
VEGA Cape TownGeneral Books000035470658.827 GER1
VEGA DurbanGeneral Books000013772658.827 GER1