The Business of Brands

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9780470862599: The Business of Brands

This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions - such as acting as a source of trust or a predictor of quality.

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From the Back Cover:

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

From the Inside Flap:

‘Brands are moving to the centre of business. Top management need to understand how to manage the potential of brands – and this book will help.’  Sir Niall FitzGerald, Chairman of Reuters (former Chairman of Unilever)

‘I do not believe there is a successful company left in the world that seriously questions the importance of brands – but to manage brands profitably means accepting their complexity. For those of us who continue to grapple with these complexities, this book offers welcome new insights and case-based guidance.’  Sir Martin Sorrell, Chairman of WPP Group plc

‘This book organises the best thinking on brands from around the world. It helps readers understand the power of brands and guides them on how to make the case for brand investment.’  Professor John Quelch, Associate Dean of Harvard Business School

‘Brands play a vital role in business – by setting expectations, motivating employees, attracting talent, strengthening relationships, and by building emotional bonds with consumers. As this book demonstrates, everybody is in the business of brands.’  Shelly Lazarus, Chairman and Chief Executive, Ogilvy & Mather Worldwide

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Book Description John Wiley and Sons Ltd, United Kingdom, 2004. Hardback. Book Condition: New. New.. Language: English . Brand New Book. This is not a how to book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world s largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions - such as acting as a source of trust or a predictor of quality. Bookseller Inventory # AAH9780470862599

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Book Description John Wiley and Sons Ltd, United Kingdom, 2004. Hardback. Book Condition: New. New. Language: English . Brand New Book. This is not a how to book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world s largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions - such as acting as a source of trust or a predictor of quality. Bookseller Inventory # AAH9780470862599

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