The brand bubble : the looming crisis in brand value and how to avoid it / John Gerzema, Ed Lebar ; foreword by Peter Stringham.

Format:

Book

Author/Creator:

Gerzema, John, 1961-

Contributor:

Lebar, Ed, 1943-

Language:

English

Subjects (All):

Brand name products--Valuation.

Brand name products.

Branding (Marketing).

Brand name products--Case studies.

Genre:

Case studies.

Physical Description:

x, 252 pages : illustrations ; 24 cm

Edition:

First edition.

Place of Publication:

San Francisco, Calif. : Jossey-Bass, [2008]

Summary:

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

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?

Notes:

Includes bibliographical references (pages 235-239) and index.

ISBN:

9780470183878

047018387X

OCLC:

226355800