The brand bubble: the looming crisis in brand value and how to avoid it
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Bibliographic Details
Main Author: Gerzema, John (Author)
Format: Electronic eBook
Language:English
Published: San Francisco, CA Jossey-Bass c2008
Edition:1st ed
Subjects:
Online Access:Volltext
Item Description:Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002
Includes bibliographical references (p. 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?
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
Physical Description:1 Online-Ressource (x, 252 p.)
ISBN:9780470396056
0470396059
9780470449394
047044939X

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