Résumé
Brands can create value across the full spectrum of business activities - from human resources to product development and, of course, market share and customer loyalty. Successful business leaders recognise this, and brands are moving up the corporate agenda.
The Business of Brands provides insight and understanding for those seeking to explore the full potential of their brands. It's the most comprehensive survey of the brightest brand thinking from across the world, pulling together numerous sources, stories and case studies.
- Includes new research and analysis proving that strong brands have superior financial performance, and establishing the direct link between brand equity and shareholder value
- Draws upon the world's largest database of brand research, WPP's BrandZ, which measures consumer attitudes towards more than 15,000 global and local brands in 28 countries and across more than 70 product categories
- Illustrated with in-depth case studies, evaluating the core strategic challenges that a brand can expect to face over the course of time
- Provides the vital ammunition needed to make the case for investing in a brand - this is not a 'how to' book about creating successful branding, it's a business book on the business value of strong brands
L'auteur - Jon Miller
Jon Miller is a Planner at Ogilvy, providing strategic direction to many of the agency's key brands (including Unilever, Nestlé, Ford, IBM and American Express). Prior to joining Ogilvy he worked as an independent consultant for a broad range of clients and industry sectors including Virgin Atlantic, Subaru, United International Pictures and Shell. His work has been published in AdMap, Marketing Week, Wired and Strategies in Europe. After graduating in Philosophy from King's College London he took an MSc in Artificial Intelligence.
L'auteur - David Muir
David Muir is the Group Development Director for Ogilvy in the UK. He has worked on a variety of Ogilvy business from KJS to First Choice Holidays, and developed a variety of research projects. His work has appeared in The Financial Times, The Guardian, Marketing and Marketing Week, and he has appeared regularly on the Today programme. He holds a first-class MA in Politics and Economics from the University of Glasgow, and an MBA with Distinction from London Business School.
Sommaire
- I. Brands and business
- What is a Brand?
- Brand Strategy is Business Strategy
- Brands in the Boardroom
- II. Sources of business value
- Strong Brands can Command Market Share
- Strong Brands Create Barriers to Entry for Competitors
- Strong Brands can Launch Successful Extensions
- Strong, Well-Defined Brands Find it Easier to Enter New Markets
- Strong Brands can Attract and Retain Talent
- Strong Brands have Lower Price Elasticity
- Strong Brands can Command a Premium
- Strong Brands can Deal with Market Disruption
- Strong Brands have More Loyalty
- Strong Brands are a Store of Trust
- Strong Brands Stimulate Innovation
- III. Strategic brand planning
- Defining the Market
- Strategic Challenges
- Launch
- Challenge
- Maintain
- Revitalise
- Re-brand
- Acquire
- IV. Brand biographies
- American Express
- Ben & Jerry's
- Def Jam
- IBM
- Dove
- BP
- The Economist
- V. Measurement and valuation
- Understanding Brand Strength
- Understanding Brand Value
- Brand Measurement and Business Performance
- Building Strong Brands
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Wiley |
| Auteur(s) | Jon Miller, David Muir |
| Parution | 27/09/2004 |
| Nb. de pages | 270 |
| Format | 15,5 x 23,5 |
| Couverture | Relié |
| Poids | 602g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780470862599 |
| ISBN13 | 978-0-470-86259-9 |
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