tailieunhanh - The Brand Bubble

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. | The Brand Bubble The Looming Crisis in Brand Value and How to Avoid It John Gerzema Ed Lebar Foreword by Peter Stringham CEO Young Rubicam Group JOSSEY BASS A Wiley Imprint Praise for The Brand Bubble The 21st century business will see two types of winners the low-price low-cost products and services and strong brands. Today margins profits and equities are driven by powerful brands. The grave danger is that brands are losing their way. The Brand Buibble explains the greatest risk to world business and how to avoid it. If you are in the brand business only the intuitive geniuses should get dispensation from reading this brilliant analytical data-rich guide to sustained profitable growth in what will continue to be an extraordinarily competitive and challenging environment. Peter Georgescu chairman emeritus Ybung Rubicam and author The Source of Success With a subject written about ad nauseam by both practitioners and academics in The Brand Bubble John Gerzema and Ed Lebar have identified a significant trend that leaves most of the other theories in the dust. Building off the fifteen-year investment Young Rubicam has made into the proprietary Brand Asset Valuator John and Ed have captured the concept of energized differentiation in an easily understood and recognizable fashion. They have reinforced that although brands are owned by the consumer the financial rewards to the manufacturer or service provider are significantly greater when their brands are continually energized through creativity innovation and well-paced change. The book provides a well-thought-out approach to keeping brands vibrant and relevant in today s highly competitive environment. Jim Murphy chairman and CEO Murphy Co. and retired chief marketing and communications officer .