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 inthe 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.
- ISBN: 978-0-470-18387-8
- Editorial: Jossey Bass
- Encuadernacion: Desconocida
- Páginas: 272
- Fecha Publicación: 13/10/2008
- Nº Volúmenes: 1
- Idioma: Inglés