The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It

Note moyenne 3,44
( 41 avis fournis par Goodreads )
 
9780470183878: The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

Review :

How to use brands to gain and sustain competitive advantage
Read a Q&A with author John Gerzema [PDF].

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.

About the Author :

John Gerzema is Chief Insights Officer for Young & Rubicam Group. One of the earliest founders of account planning in American advertising agencies, John has designed brand strategies for clients for almost twenty—fi ve years, guiding campaigns to international strategic and creative recognition that resulted in The One Show Best of Show award, numerous EFFIE’s and several gold lions from The Cannes Advertising Festival. Prior to joining Y & R, Gerzema oversaw the international network for Fallon, and founded offices in Tokyo, Singapore, Hong Kong, and Sâo Paulo. He holds a master’s degree in integrated marketing from the Medill School of Journalism at Northwestern University and a B.S. in marketing from The Ohio State University.

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.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Meilleurs résultats de recherche sur AbeBooks

1.

Gerzema, John; Lebar, Edward
Edité par Jossey-Bass (2008)
ISBN 10 : 047018387X ISBN 13 : 9780470183878
Neuf(s) Couverture rigide Quantité : 1
Vendeur
Poverty Hill Books
(La Grange, IL, Etats-Unis)
Evaluation vendeur
[?]

Description du livre Jossey-Bass, 2008. Hardcover. État : New. HARDCOVER, BRAND NEW, Perfect Shape, No Black Remainder Mark,Fast Shipping With Online Tracking, International Orders shipped Global Priority Air Mail, All orders handled with care and shipped promptly in secure packaging, we ship Mon-Sat and send shipment confirmation emails. Our customer service is friendly, we answer emails fast, accept returns and work hard to deliver 100% Customer Satisfaction!. N° de réf. du libraire 9028205

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 8,81
Autre devise

Ajouter au panier

Frais de port : EUR 3,43
Vers Etats-Unis
Destinations, frais et délais

2.

Gerzema, John; Lebar, Edward
Edité par Jossey-Bass (2008)
ISBN 10 : 047018387X ISBN 13 : 9780470183878
Neuf(s) Couverture rigide Quantité : 1
Vendeur
Poverty Hill Books
(La Grange, IL, Etats-Unis)
Evaluation vendeur
[?]

Description du livre Jossey-Bass, 2008. Hardcover. État : New. HARDCOVER, BRAND NEW, Perfect Shape, No Black Remainder Mark,Fast Shipping With Online Tracking, International Orders shipped Global Priority Air Mail, All orders handled with care and shipped promptly in secure packaging, we ship Mon-Sat and send shipment confirmation emails. Our customer service is friendly, we answer emails fast, accept returns and work hard to deliver 100% Customer Satisfaction!. N° de réf. du libraire 9033446

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 8,81
Autre devise

Ajouter au panier

Frais de port : EUR 3,43
Vers Etats-Unis
Destinations, frais et délais

3.

John Gerzema; Edward Lebar
Edité par Jossey-Bass (2008)
ISBN 10 : 047018387X ISBN 13 : 9780470183878
Neuf(s) Couverture rigide Quantité : 1
Vendeur
Poverty Hill Books
(La Grange, IL, Etats-Unis)
Evaluation vendeur
[?]

Description du livre Jossey-Bass, 2008. Hardcover. État : New. HARDCOVER, BRAND NEW COPY, Perfect Shape, No Black Remainder Mark,Fast Shipping With Online Tracking, International Orders shipped Global Priority Air Mail, All orders handled with care and shipped promptly in secure packaging, we ship Mon-Sat and send shipment confirmation emails. Our customer service is friendly, we answer emails fast, accept returns and work hard to deliver 100% Customer Satisfaction!. N° de réf. du libraire 9014002

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 9,70
Autre devise

Ajouter au panier

Frais de port : EUR 3,43
Vers Etats-Unis
Destinations, frais et délais

4.

John Gerzema; Edward Lebar
Edité par Jossey-Bass (2008)
ISBN 10 : 047018387X ISBN 13 : 9780470183878
Neuf(s) Couverture rigide Quantité : 1
Vendeur
Irish Booksellers
(Rumford, ME, Etats-Unis)
Evaluation vendeur
[?]

Description du livre Jossey-Bass, 2008. Hardcover. État : New. book. N° de réf. du libraire 047018387X

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 16
Autre devise

Ajouter au panier

Frais de port : Gratuit
Vers Etats-Unis
Destinations, frais et délais

5.

John Gerzema, Edward Lebar
Edité par John Wiley and Sons Ltd, United Kingdom (2008)
ISBN 10 : 047018387X ISBN 13 : 9780470183878
Neuf(s) Couverture rigide Edition originale Quantité : 1
Vendeur
The Book Depository US
(London, Royaume-Uni)
Evaluation vendeur
[?]

Description du livre John Wiley and Sons Ltd, United Kingdom, 2008. Hardback. État : New. 1. Auflage. Language: English . Brand New Book. 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 YR 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. N° de réf. du libraire AAH9780470183878

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 16,87
Autre devise

Ajouter au panier

Frais de port : Gratuit
De Royaume-Uni vers Etats-Unis
Destinations, frais et délais

6.

John Gerzema, Edward Lebar
Edité par John Wiley and Sons Ltd, United Kingdom (2008)
ISBN 10 : 047018387X ISBN 13 : 9780470183878
Neuf(s) Couverture rigide Edition originale Quantité : 1
Vendeur
The Book Depository
(London, Royaume-Uni)
Evaluation vendeur
[?]

Description du livre John Wiley and Sons Ltd, United Kingdom, 2008. Hardback. État : New. 1. Auflage. Language: English . Brand New Book. 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 YR 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. N° de réf. du libraire AAH9780470183878

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 17,13
Autre devise

Ajouter au panier

Frais de port : Gratuit
De Royaume-Uni vers Etats-Unis
Destinations, frais et délais

7.

J. Gerzema; Edward Lebar
Edité par John Wiley and Sons
ISBN 10 : 047018387X ISBN 13 : 9780470183878
Neuf(s) Quantité : > 20
Vendeur
INDOO
(Avenel, NJ, Etats-Unis)
Evaluation vendeur
[?]

Description du livre John Wiley and Sons. État : New. Brand New. N° de réf. du libraire 047018387X

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 14,50
Autre devise

Ajouter au panier

Frais de port : EUR 3,01
Vers Etats-Unis
Destinations, frais et délais

8.

Gerzema, John
ISBN 10 : 047018387X ISBN 13 : 9780470183878
Neuf(s) Quantité : 1
Vendeur
Paperbackshop-US
(Wood Dale, IL, Etats-Unis)
Evaluation vendeur
[?]

Description du livre 2008. HRD. État : New. New Book. Shipped from US within 10 to 14 business days. Established seller since 2000. N° de réf. du libraire KS-9780470183878

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 14,40
Autre devise

Ajouter au panier

Frais de port : EUR 3,43
Vers Etats-Unis
Destinations, frais et délais

9.

John Gerzema; Edward Lebar
ISBN 10 : 047018387X ISBN 13 : 9780470183878
Neuf(s) Couverture rigide Quantité : 1
Vendeur
AMAZINGBOOKDEALS
(IRVING, TX, Etats-Unis)
Evaluation vendeur
[?]

Description du livre Hardcover. État : BRAND NEW. BRAND NEW. Fast Shipping. Prompt Customer Service. Satisfaction guaranteed. N° de réf. du libraire 047018387XBNA

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 15,60
Autre devise

Ajouter au panier

Frais de port : EUR 3,43
Vers Etats-Unis
Destinations, frais et délais

10.

John Gerzema, Edward Lebar
Edité par John Wiley and Sons Ltd, United Kingdom (2008)
ISBN 10 : 047018387X ISBN 13 : 9780470183878
Neuf(s) Couverture rigide Edition originale Quantité : 10
Vendeur
Book Depository hard to find
(London, Royaume-Uni)
Evaluation vendeur
[?]

Description du livre John Wiley and Sons Ltd, United Kingdom, 2008. Hardback. État : New. 1. Auflage. Language: English . This book usually ship within 10-15 business days and we will endeavor to dispatch orders quicker than this where possible. Brand New Book. 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 YR 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. N° de réf. du libraire BZV9780470183878

Plus d'informations sur ce vendeur | Poser une question au libraire

Acheter neuf
EUR 22,44
Autre devise

Ajouter au panier

Frais de port : Gratuit
De Royaume-Uni vers Etats-Unis
Destinations, frais et délais

autres exemplaires de ce livre sont disponibles

Afficher tous les résultats pour ce livre