TY  - BOOK
AU  - Gerzema,John
AU  - Lebar,Ed
TI  - The brand bubble: the looming crisis in brand value and how to avoid it 
SN  - 047018387X
AV  - HD69.B7 G43 2008
U1  - 658.827 22
PY  - 2008///]
CY  - San Francisco, CA
PB  - Jossey-Bass
KW  - Brand name products
KW  - Valuation
KW  - Branding (Marketing)
KW  - Case studies
N1  - 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?
ER  -