The brand bubble : the looming crisis in brand value and how to avoid it /
Looming crisis in brand value and how to avoid it
John Gerzema, Ed Lebar ; foreword by Peter Stringham.
- First edition.
- x, 252 pages : illustrations ; 24 cm
Includes bibliographical references (pages 235-239) and index.
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?
047018387X 9780470183878
2008027384
Brand name products--Valuation Branding (Marketing) Brand name products--Case studies