The the looming crisis in brand value and how to avoid it Gerzema, John 1961- creator Lebar, Ed 1943- text bibliography cau San Francisco, Calif Jossey-Bass c2008 2008 1st ed. monographic eng

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x, 252 p. : ill. ; 24 cm. 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 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? John Gerzema, Ed Lebar ; foreword by Peter Stringham. Includes bibliographical references (p. 235-239) and index. Brand name products Valuation Branding (Marketing) Brand name products Case studies HD69.B7 G43 2008 658.827 9780470183878 (cloth) 047018387X (cloth) 2008027384 http://www.loc.gov/catdir/toc/ecip0822/2008027384.html http://www.loc.gov/catdir/toc/ecip0822/2008027384.html DLC 080623 20150408114040.0 15340789