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The Brand Bubble : The Looming Crisis in Brand Value and How to Avoid It by John Gerzema; Edward Lebar; Peter Stringham is a business book available to read on EtoBox.

What is The Brand Bubble : The Looming Crisis in Brand Value and How to Avoid It about?

<p><P><b>How to use brands to gain and sustain competitive advantage</b> <p> 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&amp;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. <p> Using a five-stage model, <i>The Brand Bubble</i> 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 bette

Who reads The Brand Bubble : The Looming Crisis in Brand Value and How to Avoid It?

Author

John Gerzema; Edward Lebar; Peter Stringham

Publisher

Jossey-Bass, a Wiley imprint

Published

2008

Language

EN

ISBN

9781281937681

Category

business

Subjects

Marketing, Business, Management

Rating

3.43 / 5 (42 ratings)

Updated

2026-03-14