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The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It Hardcover – October 13, 2008
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Read a Q&A with author John Gerzema [PDF].
Companies today face a dilemma in marketing. The tried-and-true formulas to create sales and market share behind brands are becoming irrelevant and losing traction with consumers. In this book, Gerzema and LeBar offer credible evidence--drawn from a detailed analysis of a decade's worth of brand and financial data using Y&R's Brand Asset Valuator (BAV), the largest database of brands in the world--that business is riding on yet another bubble that is ready to burst--a brand bubble. While most managers still see metrics like trust and awareness as the backbone of how brands are built, Gerzema asserts they're dead wrong--these metrics do not add to increased asset value. In fact, by following them, they actually hasten the declining value of their brands.
Using a five-stage model, The Brand Bubble reveals how today's successful brands--and tomorrow's--have an insatiable appetite for creativity and change. These brands offer consumers a palpable sense of movement and direction thanks to a powerful "energized differentiation." Gerzema reveals how brands with energized differentiation achieve better financial performance than traditional brands have. Plus, Gerzema helps readers develop energized differentiation in their own brands, creating consumer-centric and sustainable organizations.
From School Library Journal
Copyright © Reed Business Information, a division of Reed Elsevier Inc. All rights reserved.
Top Customer Reviews
"There's another bubble hiding in our economy"
"The Brand Bubble" by John Gerzema and Ed Lebar is to remind and warn everyone that the current economy crisis might not be the last one in present days. Brands, around the world, have been inflated perceptually and financially. With the new era of technology, customers are surrounded with blogs, news, reviews, discussions, recommendations, and they are within an arm reach; this is the so-called ConsumerLand by the authors. Big brands are not invincible anymore. Brands that survive, thrive, and flourish need "energy". This book tells you the meaning and importance of "energy" and how can you foster it.
Part 1: Introduction
Chapter 1: Tulipmania and Inflated Brands
The first chapter tells you the current state of brands and how they were inflated mainly by the hands of Wall Street. Brands are less trusted, less liked, less salient, and more often perceived as low quality but the value of the brands, or the intangible assets of the company measured by the stock market, is still on the way up.
Chapter 2: Can You Say "Irresistable"?
The authors state that the new dimension that drives the brand is "energy", and the new four pillars of brand are Energized Differentiation, Relevance, Esteem, and Knowledge. There is an interesting grid of BrandAsset Valuator© or BAV which has Y-axis as Brand Strength and X-axis as Brand Stature. You can take a look at TheBrandBubble.com.Read more ›
Explanations for the decline in consumer valuations of brands: 1)Glut of products - 58,375 new products introduced in 2006, over 2X that of just 2002. The average American sees 60% more ad messages/day than when President Clinton took office. Not surprisingly, over 81% of consumers could not name one of the top 50 products launched that year. 2)The glut invariable leads to commoditization of brands. 3)Consumers are more price sensitive - not surprising given the flattening of real incomes and large job losses. 4)Better products - even the lowest-priced goods exceed the average acceptable quality levels for most people. Stated alternatively, regardless of what you buy, you'll be happy with your purchase. 5)Trust in institutions and corporations has declined - this includes advertising as well.
The authors should have quit at this point. The remainder of "The Brand Bubble" is vague, and seems like a long commercial for Y&R services. Reality, however, is that a growing worldwide surplus of goods and declining economic strength for U.S. consumers doesn't leave much future for brand value. This trend is reflected in growing Wal-Mart and declining mall, high-end store sales. Period, end of book.
Chief Marketing Officer at FICO
Most Recent Customer Reviews
Good start, painful read in the middle and some incoherent, disparate pieces put together to fit the theory authors came up with. Read morePublished 8 months ago by Karshk
My daughter requested this book on her gift list and was really pleased to get it.Published 14 months ago by Diana Kern Mccollom
Through extensive research and analysis (over 20 years worth) the authors not only prove the existence of the Brand Bubble but, further illustrate the importance to recognize,... Read morePublished on September 18, 2009 by Mark Stinson
So many companies invest money in brand related activities to build irresistable brands but actually only few of them succeed in that. Read morePublished on August 6, 2009 by Francesco Arlotti
Gerzema and Lebar did an outstanding job in explaining what the brand bubble is, what caused it, and how to avoid it. The Brand Bubble was very well written and easy to read. Read morePublished on April 27, 2009 by R. Gaul
John Gerzema and Ed Lebar have written an exceptionally clear, pertinent book about the declining value of brands and why the world's largest brand names are in flux. Read morePublished on January 27, 2009 by Rolf Dobelli
Think what you could have done, or the losses you could have avoided, if you had predicted the collapse of the 2008 real estate bubble. Read morePublished on January 21, 2009 by Rebecca Clement