The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It
Language: English
Published by Jossey-Bass, 2008
- Hardcover
- New
Seller: BennettBooksLtd, Los Angeles, CA, U.S.A.BennettBooksLtd
AbeBooks seller since April 17, 2008
Condition: New
£ 59.00
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- Title
- The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It
- Author
- Gerzema, John; Lebar, Edward
- Publisher
- Jossey-Bass
- Publication year
- 2008
- Condition
- New
- Binding
- hardcover
- Language
- English
- ISBN 10
- 047018387X
- ISBN 13
- 9780470183878
- Item weight
- 17 ounces
- Dimensions
- 6x0x9
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 trust and awareness as the backbone of how brands are built, Gerzema asserts they′re dead wrong––these metrics do not add to increased asset value. In fact, by following them, they actually hasten the declining value of their brands.
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.
"Synopsis" may belong to another edition of this title.
About the Author
Ed Lebar is CEO of BrandAsset Consulting Group. Ed manages BrandAsset Consulting around the world. He has helped grow BrandAsset Valuator into the largest brand model and database in the world, which now includes input from over 500,000 customers on 38,000 brands across 48 countries through 250 studies.
Before his career in marketing and advertising, Lebar was a professor of economics at CCNY and Finch College. He holds advanced degrees in economics from NYU and the University of Denver, and a B.A. from Syracuse University.
"About the title" may belong to another edition of this title.
BennettBooksLtd
Los Angeles, CA, U.S.A.
AbeBooks seller since April 17, 2008
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