The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It
John Gerzema, Ed Lebar
There's another bubble hiding in our economy. It represents over $4 trillion dollars in S&P market capitalization. It's twice the size of the subprime mortgage market. But unlike other bubbles, the assets at risk cannot be traded away or hedged against uncertainty. Rather, they are the fundamental drivers of competitive advantage for most organizations: their brands.
Drawing on a decade's worth of brand and financial data from Young & Rubicam's BrandAsset Valuator, the largest brand database in the world, John Gerzema and Ed Lebar lay out credible evidence that businesses think brands are worth more than the consumers who buy them. The number of high-performance, value-creating brands is diminishing across the board. Yet at the same time, the financial markets keep raising brand valuations. The result? A brand bubble that could erase large portions of corporate intangible value and send another shockwave through the global economy.
The authors reveal their surprising findings from extensive academic research, featuring the discovery of energized differentiation, a quantifiable measure of a brand's motion, creativity, and continuous evolution. Brands with this quality are irresistible to consumers and demonstrably more valuable to business. Through interviews, data, and fascinating case studies of today's most vibrant companies, Gerzema and Lebar guide readers through a five-stage process for reorganizing the organization around the brand - the key to sustainable, profitable brand performance.
Формат издания: 16 см х 23,5 см.
Тип: fb2, pdf
The Pirate's Dilemma
Advertising & Integrated Brand Promotion