Driving Brand Value

Author : Thomas R. Duncan
Publisher : Irwin Professional Publishing
ISBN 13 :
Total Pages : 314 pages
Book Rating : 4.78/5 ( download)

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Download or read book Driving Brand Value written by Thomas R. Duncan and published by Irwin Professional Publishing. This book was released on 1997 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt: As products, pricing and distribution fast become commodities, companies are discovering that managing brand relationships is the most effective way to increase brand equity.

Author : David A. Aaker
Publisher : Simon and Schuster
ISBN 13 : 1439188386
Total Pages : 336 pages
Book Rating : 4.85/5 ( download)

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Download or read book Managing Brand Equity written by David A. Aaker and published by Simon and Schuster. This book was released on 2009-12-01 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn

Author : Nicholas Ind
Publisher : Bloomsbury Publishing
ISBN 13 : 147292536X
Total Pages : 240 pages
Book Rating : 4.67/5 ( download)

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Download or read book Brand Desire written by Nicholas Ind and published by Bloomsbury Publishing. This book was released on 2016-10-20 with total page 240 pages. Available in PDF, EPUB and Kindle. Book excerpt: Desire is big business. If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees. However, desire doesn't just happen. Brands need to nurture it by offering both security and surprise. This isn't just about marketing, but rather a reflection of an organization-wide culture and perspective. Using international case studies, Brand Desire explains how companies can engage customers emotionally and create value for them. Managers can successfully build and maintain brand desire through specific strategies and tools, such as: · promoting a principles-driven organization that is grounded in its heritage and distinctive competences; · creating a supportive culture that encourages the active participation of people in brand development; · providing an opportunity for people to communicate more with each other and to encourage socialization through communities and events; and · offering outstanding experiences: being consistent in delivery, from first communications through to after-sales service and support. In a crowded sales environment, brand desire can elevate any product or service so that it stands out from the crowd – and stays there. Brand Desire demonstrates how desirable brands are about desirable experiences, and shows what companies can do to maximize those experiences for their customers.

Author : Valarie A. Zeithaml
Publisher : Simon and Schuster
ISBN 13 : 0743205901
Total Pages : 314 pages
Book Rating : 4.00/5 ( download)

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Download or read book Driving Customer Equity written by Valarie A. Zeithaml and published by Simon and Schuster. This book was released on 2001-02-21 with total page 314 pages. Available in PDF, EPUB and Kindle. Book excerpt: In their efforts to become more customer-focused, companies everywhere find themselves entangled in outmoded systems, metrics, and strategies rooted in their product-centered view of the world. Now, to ease this shift to a customer focus, marketing strategy experts Roland T. Rust, Valarie A. Zeithaml, and Katherine N. Lemon have created a dynamic new model they call "Customer Equity," a strategic framework designed to maximize every firm's most important asset, the total lifetime value of its customer base. The authors' Customer Equity Framework yields powerful insights that will help any business increase the value of its customer base. Rust, Zeithaml, and Lemon introduce the three drivers of customer equity -- Value Equity, Brand Equity, and Retention Equity -- and explain in clear, nontechnical language how managers can base their strategies on one or a combination of these drivers. The authors demonstrate in this breakthrough book how managers can build and employ competitive metrics that reveal their company's Customer Equity relative to their competitors. Based on these metrics, they show how managers can determine which drivers are most important in their industry, how they can make efficient strategic trade-offs between expenditures on these drivers, and how to project a financial return from these expenditures. The final section devotes two chapters to the Customer Pyramid, an approach that segments customers based on their long-term profitability, and an especially important chapter examines the Internet as the ultimate Customer Equity tool. Here the authors show how companies such as Intuit.com, Schwab.com, and Priceline.com have used more than one or all three drivers to increase Customer Equity. In this age of one-to-one marketing, understanding how to drive Customer Equity is central to the success of any firm. In particular, Driving Customer Equity will be essential reading for any marketing manager and, for that matter, any manager concerned with growing the value of the firm's customer base.

Author : James R. Gregory
Publisher :
ISBN 13 : 9781563180354
Total Pages : 23 pages
Book Rating : 4.59/5 ( download)

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Download or read book Driving Brand Equity and Accountability written by James R. Gregory and published by . This book was released on 2005 with total page 23 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : Sarah Lallensack
Publisher :
ISBN 13 :
Total Pages : 112 pages
Book Rating : 4.70/5 ( download)

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Download or read book Drivers of Financial Brand Value written by Sarah Lallensack and published by . This book was released on 2019 with total page 112 pages. Available in PDF, EPUB and Kindle. Book excerpt: The increasing interest in the financial value of the intangible asset brand and the role brands play in different departments within a company show the importance of brands. Further, a variety of brand valuation approaches and valuators exist. Thus, the area of brand values requires research. This study identifies potential driv-ers of brand value regarding brand and environmental characteristics. Besides the financial brand values, the data set also includes brand and environmental charac-teristics. Analyses based on 45,634 brand values of 4,698 different brands over a period of 19 years provide evidence that older brands have higher brand values. However, brands of the digital age might be faster in reaching a certain maturity and thus, value. Furthermore, the results indicate that the branding strategy (house of brands vs. mono brand) drives brand value. A brand's customers prove to be another brand value driver as business-to-consumer brands have higher brand val-ues than business-to-business brands. Among the different approaches, brands val-ued by the income-based approach show higher brand values in comparison to the other approaches. Adding to this, the results reveal that brands valued by commer-cial providers/valuators, who mostly apply the income-based approach, also have higher brand values. The study contributes to a better understanding of which char-acteristics have an impact on brand value and shows which characteristics need further research.

Author : Michael Burger
Publisher : BoD – Books on Demand
ISBN 13 : 3848228505
Total Pages : 14 pages
Book Rating : 4.08/5 ( download)

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Download or read book Brand Equity and Brand Value written by Michael Burger and published by BoD – Books on Demand. This book was released on 2012 with total page 14 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : Davis
Publisher : Jossey-Bass
ISBN 13 : 9780787967529
Total Pages : pages
Book Rating : 4.21/5 ( download)

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Download or read book Brand Asset Management written by Davis and published by Jossey-Bass. This book was released on 2003-01-01 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt:

Author : Joe LePla
Publisher : Bloomsbury Publishing USA
ISBN 13 : 0313004285
Total Pages : 319 pages
Book Rating : 4.85/5 ( download)

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Download or read book Integrated Branding written by Joe LePla and published by Bloomsbury Publishing USA. This book was released on 1999-10-30 with total page 319 pages. Available in PDF, EPUB and Kindle. Book excerpt: To get the full benefit of branding, companies must actually live the brands they sell. This approach is called integrated branding and it's not just a communications strategy. Companies must demonstrate to themselves and their customers that its brands are what the company is. The Brand and the company are inseparable, and that realization must pervade the entire organization, from new product development to human resource management. Integrated branding is a way of operating, an overall way of doing business, and a way to make certain a company's products are based on the right answers to two mutually reinforcing questions: What do customers value and what does the company do best in relation to what the customers want? The tools to accomplish these goals are called drivers. LePla and Parker show clearly and comprehensively how drivers work and how to apply them. Not just for marketing directors, strategy planners and executive policy makers will also find this to be an essential resource in their quest to increase market leadership and to enhance the bottom line. Through their integrated brand model, LePla and Parker discuss both organization drivers and brand drivers. They see the process as a research-driven one that gets everyone in the organization contributing to the effectiveness of its brands. With brand tools accepted throughout the company, people can determine more easily and accurately whether their decisions and actions will actually further the brand. The authors show how different companies apply their model in different ways. LePla and Parker also include discussions of how to determine brand structure, how an integrated brand applies to marketing communications, and how integrated brands can help companies when they go public.

Author : Sunil Gupta
Publisher : Harvard Business Press
ISBN 13 : 1633692698
Total Pages : 327 pages
Book Rating : 4.95/5 ( download)

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Download or read book Driving Digital Strategy written by Sunil Gupta and published by Harvard Business Press. This book was released on 2018-07-24 with total page 327 pages. Available in PDF, EPUB and Kindle. Book excerpt: Digital transformation is no longer news--it's a necessity. Despite the widespread threat of disruption, many large companies in traditional industries have succeeded at digitizing their businesses in truly transformative ways. The New York Times, formerly a bastion of traditional media, has created a thriving digital product behind a carefully designed paywall. Best Buy has transformed its business in the face of Amazon's threat. John Deere has formed a data-analysis arm to complement its farm-equipment business. And Goldman Sachs and many others are using digital technologies to reimagine their businesses. In Driving Digital Strategy, Harvard Business School professor Sunil Gupta provides an actionable framework for following their lead. For over a decade, Gupta has studied digital transformation at Fortune 500 companies. He knows what works and what doesn't. Merely dabbling in digital or launching a small independent unit, which many companies do, will not bring success. Instead you need to fundamentally change the core of your business and ensure that your digital strategy touches all aspects of your organization: your business model, value chain, customer relationships, and company culture. Gupta covers each aspect in vivid detail while providing navigation tips and best practices along the way. Filled with rich and illuminating case studies of companies at the forefront of digital transformation, Driving Digital Strategy is the comprehensive guide you need to take full advantage of the limitless opportunities the digital age provides.