Leseprobe

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Leseprobe

The Business of Brands

Name: The Business of Brands
Author: Jon Miller, David Muir

Jon Miller, David Muir

PDF

21,99 €

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John Wiley & Sons

Sozialwissenschaften, Recht, Wirtschaft / Werbung, Marketing

Beschreibung

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.

Rezensionen

(Campaign, 10th December 2004)
"...would make an ideal gift for anyone interested in marketing and the management of brands..."

(Brand Strategy, March 2005)
"...helps gain sight of what brands are really for in a business context...brings clarity, simplicity and brevity to the subject..."

--Sir Niall FitzGerald, Chairman of Reuters (former Chairman of Unilever)
'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 Martin Sorrell, Chairman of WPP Group plc
'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.'

--Professor John Quelch, Associate Dean of Harvard Business School
'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.'

'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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