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Author: John Gerzema
Publisher: John Wiley & Sons
ISBN: 047044939X
Category : Business & Economics
Languages : en
Pages : 284
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Book Description
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.
Author: John Gerzema
Publisher: John Wiley & Sons
ISBN: 047044939X
Category : Business & Economics
Languages : en
Pages : 284
Get Book Here
Book Description
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.
Author: John Cassidy
Publisher:
ISBN: 9780932592774
Category : Amusements
Languages : en
Pages : 92
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Book Description
Explains how soap bubbles are formed and what can be done with them.
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 92
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Book Description
In its 114th year, Billboard remains the world's premier weekly music publication and a diverse digital, events, brand, content and data licensing platform. Billboard publishes the most trusted charts and offers unrivaled reporting about the latest music, video, gaming, media, digital and mobile entertainment issues and trends.
Author: Denise Lee Yohn
Publisher: John Wiley & Sons
ISBN: 111861125X
Category : Business & Economics
Languages : en
Pages : 278
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Book Description
Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.
Author: Zac Bissonnette
Publisher: Portfolio
ISBN: 1591848008
Category : Antiques & Collectibles
Languages : en
Pages : 274
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Book Description
"There has never been a craze like Beanie Babies. The $5 beanbag animals with names like Seaweed the Otter and Gigi the Poodle drove a large swath of America into a greed-fueled frenzy as they chased the rarest Beanie Babies, whose values escalated weekly in the late 1990s. Just as strange as the mass hysteria was the man behind it. Sometimes called the "Steve Jobs of plush" by his employees, he obsessed over every detail of every animal his company ever released. He had no marketing budget and no connections, but he had something more valuable - an intuitive grasp of human psychology that would make him the richest man in the history of toys. The Great Beanie Baby Bubble is a classic American story of people winning and losing vast fortunes chasing what one dealer remembers as "the most spectacular dream ever sold.""--Back cover.
Author: Howard M. Guttman
Publisher:
ISBN:
Category :
Languages : en
Pages : 0
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Book Description
Author:
Publisher:
ISBN:
Category :
Languages : en
Pages : 396
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Book Description
PCMag.com is a leading authority on technology, delivering Labs-based, independent reviews of the latest products and services. Our expert industry analysis and practical solutions help you make better buying decisions and get more from technology.
Author: Lidia Garcia
Publisher: Academic Conferences Limited
ISBN: 190950713X
Category : Business & Economics
Languages : en
Pages : 626
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Book Description
Author: Werner Ria Murhadi
Publisher: Springer Nature
ISBN: 9464630086
Category : Business & Economics
Languages : en
Pages : 1219
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Book Description
This is an open access book. The INSYMA 19 will be the first INSYMA to be held in a hybrid format; the offline event will be held in Bali, Indonesia. Bali is chosen as the location of the INSYMA because it is known as Indonesia’s most famous tourist destination, not only for domestic but also for foreign tourists. Both offline and online presenters are welcome to contribute to this year’s conference. This is an open access book.
Author: Susan Fournier
Publisher: Routledge
ISBN: 1317662350
Category : Business & Economics
Languages : en
Pages : 477
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Book Description
From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes the study of brand relationships outside of traditional realms by applying new theoretical frameworks and considering new contexts. The result is an expanded and better-informed account of people’s relationships with brands and a demonstration of the important and timely implications of this evolving sub-discipline. A range of different brand relationship environments are explored in the collection, including: online digital spaces, consumer collectives, global brands, luxury brands, branding in terrorist organizations, and the brand relationships of men and transient consumers. This book attends to relationship endings as well as their beginnings, providing a full life-cycle perspective. While the first volume focused on positive relationship benefits, this collection explores dysfunctional dynamics, adversarial and politically-charged relationships, and those that are harmful to well-being. Evocative constructs are leveraged, including secrets, betrayals, anthropomorphism, lying, infidelity, retaliation, and bereavement. The curated collection provides both a deeper theoretical understanding of brand relationship phenomena and ideas for practical application from experiments and execution in commercial practice. Strong Brands, Strong Relationships will be the perfect read for marketing faculty and graduate students interested in branding dynamics, as well as managers responsible for stewarding brands.
