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

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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:

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

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Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168025420726	658.827 G388B 2008	1	Searching... Unknown
Searching... 1:VGBDX	1:GEN-BOOK	000007686	658.827 GER	1	Searching... Unknown
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Summary

How to use brands to gain and sustain competitive advantage

Companies today face a dilemma in marketing. The tried-and-trueformulas to create sales and market share behind brands arebecoming irrelevant and losing traction with consumers. In thisbook, Gerzema and LeBar offer credible evidence--drawn from adetailed analysis of a decade's worth of brand and financial datausing Y&R's Brand Asset Valuator (BAV), the largest database ofbrands in the world--that business is riding on yet another bubblethat is ready to burst--a brand bubble. While most managers stillsee metrics like trust and awareness as the backbone of how brandsare built, Gerzema asserts they're dead wrong--these metrics do notadd to increased asset value. In fact, by following them, theyactually hasten the declining value of their brands.

Using a five-stage model, The Brand Bubble reveals howtoday's successful brands--and tomorrow's--have an insatiableappetite for creativity and change. These brands offer consumers apalpable sense of movement and direction thanks to a powerful"energized differentiation." Gerzema reveals how brands withenergized differentiation achieve better financial performance thantraditional brands have. Plus, Gerzema helps readers developenergized differentiation in their own brands, creatingconsumer-centric and sustainable organizations.