 The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It
ISBN: 978-0-470-18387-8
Hardcover
272 pages
October 2008, Jossey-Bass
US $27.95
 Add to Cart
This price is valid for United States. Change location to view local pricing and availability. Other Available Formats: Adobe E-Book
|
Visit Wiley's Higher Education Site for:
Instructors may request an evaluation copy for this title.
|
PART ONE: INTRODUCTION.
1 Tulipmania and Infl ated Brands.
2 Can You Say “Irresistible”?
3 Wall Street, Meet Main Street.
4 The Postmodern Craving for Creativity.
5 Welcome to ConsumerLand.
PART TWO: APPLICATION.
6 Stage One—Exploration: Performing an Energy Audit.
Case study: LEGO—Play Well.
7 Stage Two—Distillation: Identifying the Energy Core.
Case study: Virgin Atlantic—Brilliant Basics, Magic Touches.
8 Stage Three—Ignition: Creating an Energized Value Chain.
Case study: Xerox—The Energy Inside.
9 Stage Four—Fusion: Becoming an Energy-Driven Enterprise.
Case study: Mumbai Tiffi n Box Suppliers—Human Energy.
10 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?
Notes.
Acknowledgments.
The Authors.
Index.
