The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It

by Edward Lebar, John Gerzema, Ed Lebar

How to use brands to gain and sustain competitive advantage 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...

• Format: Hardcover
• Language: English
• ISBN: 047018387X
• ISBN13: 9780470183878
• Release Date: October 2008
• Publisher: Jossey-Bass
• Length: 252 Pages
• Weight: 1.05 lbs.
• Dimensions: 1.0" x 6.3" x 9.2"

Customer Reviews

Timely and compelling

During a time of so much uncertainty in the marketplace, this book delivers compelling brand insights and guidance- Insights driven by the consumer's perspective of today's dynamic environment. Anyone involved in the task of managing a brand in this climate needs to read this book in order to make the most effective strategic brand and business decisions.

Important stuff for the creatives and the suits

The next bubble in our economy has to do with brands - this is important news for anyone in the creative industries, in marketing, as well as those on wall street. John & Ed make a clear case for why the value given to brands by speculators does not match up to their real values in consumers' minds. There is some good news here, though - once you know about this bubble, you can move your brand in ways that your customers will value.

During This Financial Crisis

The Brand Bubble captures the difference between the brands that will make it during this financial crisis and those that will be pulled into the undertow. This insightful read takes you beyond financial metrics and into consumer perceptions and confidence, integrating sound quantitative analysis, astute knowledge, and telling examples. With the stock markets plunging, it is a must read for any businessman or consumer trying to navigate today's tumultuous times.

A must-read

Incredibly interesting read on brand valuation, not to mention a bit disconcerting. This is a must-read for anyone in the world of business. Most of us need to be scared into reinvirgorating our brands. Also enlightening for individual investors. The examples used in this book and the fact that they are based on Y & R's BAV consumer data make this read both unique and powerful.

Business leaders take note!

In "The Brand Bubble", Gerzema and Lebar lay out a compelling case for what's in store for business leaders who fail to successfully adapt the brands they manage to the needs of the 21st century consumer. The $700 billion treasury rescue plan is peanuts compared to the many trillions of brand value that are threatened in today's brand bubble. In addition to quantifying the magnitude of what's at stake, Gerzema and Lebar offer a step by step approach that will help business leaders protect the value of their brands. This is a must-read for anyone who relies the power of their brands to drive financial gain.