|
The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It | 
 enlarge | Authors: John Gerzema, Edward Lebar
Creator: Peter Stringham
Publisher: Jossey-Bass
Category: Book
List Price: $27.95
Buy New: $13.45
You Save: $14.50 (52%)
New (36) Used (9) from $13.45
Rating:  64 reviews
Sales Rank: 11041
Media: Hardcover
Pages: 272
Number Of Items: 1
Shipping Weight (lbs): 1.1
Dimensions (in): 9.1 x 6.1 x 1.2
ISBN: 047018387X
Dewey Decimal Number: 658.827
EAN: 9780470183878
ASIN: 047018387X
Publication Date: October 13, 2008
Availability: Usually ships in 1-2 business days
| |
| Also Available In:
|
| Similar Items:
|
| Editorial Reviews:
Product Description
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 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.
|
| Customer Reviews: Read 59 more reviews...
A great signpost in a new landscape November 24, 2008
Greg Christensen (Geneva, Switzerland)
If you manage a brand in any way, do not ignore this book. It's a clear and compelling argument for an overhaul of the way brands are viewed and handled. The Brand Bubble is a warning voice to the status quo and those unwilling to let go of it.
A treat to read for anyone dealing with brands as company assets. November 8, 2008
Rudolf Haugg (Annecy, France)
Part 1: Next to introducing their research on a divergence between market capitalization represented in brands against consumer brand perception ("The Brand Bubble") the authors provide a thorough analysis of the actual changes in the relation between brand owner and consumer driven by technological and sociological developments. Part 2: Application of the findings in part 1. Case studies and recommendations for responding with appropriate brand management measures.
What's that sound? November 5, 2008
Graham J. Hall (Wells, UK)
...it must be the chickens coming home to roost. It's always been a concern to me that when so-called 'intangibles' are factored into the value of a brand the most important group with most to say on the subject, (namely consumers), are singularly ignored. Could it be that when you ask consumers, as the BAV has done for over a decade now, you find they are far less enamored with brands than the Wall Street analysts assume?
Well, here's the wake up call. The analysts can't be allowed to create a world as they wish it to be. Instead strong brands require a more disciplined approach which Gerzema begins to outline in this treaties.
I'm hoping this book will lay the foundations to a more grounded model of brand building that factors the consumer into the equation from the outset. The most successful brands know this already.
Fact-based Branding November 4, 2008
Ron Carroll (Alabama)
Brands today have hit a wall. This important book tells why...and what marketers can do about it. Most branding books are filled with fluff and opinion. This is the only one I've read that is built on a foundation of facts. As such, it provides a rich understanding of how to move your brand forward today.
A powerful book that will force many people to rethink how to build a brand October 30, 2008
Jeremy Diamond
What's brilliant about this book is the way that it demonstrates the misguided approach to brand management that many companies practice in language that the perpetrators themselves can understand. It is rigorous in the way it leverages years of proprietary brand data to illustrate and quantify the gap that exists between corporate and consumer perception of brand value. But it doesn't stop there: it's real value is in highlighting the underlying cause of this discrepancy, the failure of organizations to understand the true source of value that consumers derive from a brand. Ultimately the value is in how the brand experience makes them FEEL, i.e. it's emotional and not just a rational value proposition. The more brand management has been taken over by data-driven, MBA-educated technocrats, the more they have tried to manage brands based on a false paradigm of how brands work. The Brand Bubble doesn't just highlight a branding or business challenge, but a systemic failure of many supposedly brand-driven business to truly understand what business they are in.
|
|
|
SEO and Marketing TipsBETA RELEASE | |
