The brand bubble the looming crisis in brand value and how to avoid it
| Autor principal: | |
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| Otros Autores: | |
| Formato: | Libro |
| Idioma: | Inglés |
| Publicado: |
San Francisco, Calif. :
Jossey-Bass
cop. 2008
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| Edición: | 1st ed |
| Materias: | |
| Ver en Universidad de Navarra: | https://unika.unav.edu/discovery/fulldisplay?docid=alma991010632429708016&context=L&vid=34UNAV_INST:VU1&search_scope=34UNAV_TODO&tab=34UNAV_TODO&lang=es |
Tabla de Contenidos:
- 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?
