The brand bubble : the looming crisis in brand value and how to avoid
Başlık:
The brand bubble : the looming crisis in brand value and how to avoid
ISBN:
9780470183878
Yazar:
Yayım Bilgisi:
San Francisco, Calif. : Jossey-Bass, 2008.
Fiziksel Açıklamalar:
x, 252 s. : şkl. ; 24 cm
Genel Not:
Kaynakça var.
CONTENTS Foreword By Peter Stringham, CEO, Young & Rubicam Group Part One. Introduction 1. Tulipmania and Inflated 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 Tiffin 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
Özet:
CONTENTS Foreword By Peter Stringham, CEO, Young & Rubicam Group Part One. Introduction 1. Tulipmania and Inflated 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 Tiffin 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