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

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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.

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

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

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

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John Gerzema, Edward Lebar
Edité par John Wiley and Sons Ltd, United Kingdom (2008)
ISBN 10 : 047018387X ISBN 13 : 9780470183878
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The Book Depository US
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Description du livre John Wiley and Sons Ltd, United Kingdom, 2008. Hardback. État : New. 1. Auflage. 230 x 158 mm. 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

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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
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The Book Depository
(London, Royaume-Uni)
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Description du livre John Wiley and Sons Ltd, United Kingdom, 2008. Hardback. État : New. 1. Auflage. 230 x 158 mm. 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

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J. Gerzema; Edward Lebar
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Gerzema, John/ Lebar, Edward/ Stringham, Peter (FRW)
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Gerzema, John; Lebar, Edward
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Movie Mars
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Gerzema, John; Lebar, Edward
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John Gerzema
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