LEADER 03818nam 22007094a 450 001 9910953377903321 005 20200520144314.0 010 $a9786610271597 010 $a9781280271595 010 $a1280271590 010 $a9780470862605 010 $a0470862602 035 $a(CKB)1000000000244108 035 $a(EBL)220522 035 $a(OCoLC)780985669 035 $a(SSID)ssj0000116234 035 $a(PQKBManifestationID)11128556 035 $a(PQKBTitleCode)TC0000116234 035 $a(PQKBWorkID)10050799 035 $a(PQKB)10255109 035 $a(MiAaPQ)EBC220522 035 $a(Au-PeEL)EBL220522 035 $a(CaPaEBR)ebr10114038 035 $a(CaONFJC)MIL27159 035 $a(Perlego)2783711 035 $a(EXLCZ)991000000000244108 100 $a20040608d2004 uy 0 101 0 $aeng 135 $aurcn||||||||| 181 $ctxt 182 $cc 183 $acr 200 14$aThe business of brands /$fby Jon Miller & David Muir 205 $a1st ed. 210 $aChichester, England ;$aHoboken, N.J. $cWiley$dc2004 215 $a1 online resource (288 p.) 300 $aDescription based upon print version of record. 311 08$a9780470862599 311 08$a0470862599 320 $aIncludes bibliographical references and index. 327 $aThe Business of Brands; Contents; Acknowledgements; Why This Book was Written; The Six-Minute Read; Part I BRANDS AND BUSINESS; 1: What is a Brand?; 2: Brand Strategy is Business Strategy; 3: Brands in the Boardroom; Part II SOURCES OF BUSINESS VALUE; 4: Strong Brands Command Market Share; 5: Strong Brands Create Barriers to Entry for Competitors; 6: Strong Brands can Launch Successful Extensions; 7: Strong, Well-Defined Brands Find it Easier to Enter New Markets; 8: Strong Brands can Attract and Retain Talent; 9: Strong Brands have Lower Price Elasticity 327 $a10: Strong Brands can Command a Premium 11: Strong Brands can Deal with Market Disruption; 12: Strong Brands have more Loyalty; 13: Strong Brands are a Store of Trust; 14: Strong Brands can Stimulate Innovation; Part III STRATEGIC BRAND PLANNING; 15: Defining the Market; 16: Strategic Challenges; 17: Launch; 18: Challenge; 19: Maintain; 20: Revitalize; 21: Re-brand; 22: Acquire; Part IV BRAND BIOGRAPHIES; 23: American Express; 24: Ben & Jerry's; 25: Def Jam; 26: IBM; 27: Dove; 28: BP; 29: The Economist; Part V MEASUREMENT AND VALUATION; 30: Understanding Brand Strength 327 $a31: Understanding Brand Value 32: Brand Measurement and Business Performance; 33: Building Strong Brands; Conclusion; Index 330 $aThis 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 606 $aBrand name products 606 $aBranding (Marketing) 606 $aBrand name products$xManagement 606 $aValue added 615 0$aBrand name products. 615 0$aBranding (Marketing) 615 0$aBrand name products$xManagement. 615 0$aValue added. 676 $a658.8/27 700 $aMiller$b Jon$f1971-$01810545 701 $aMuir$b David$f1971-$01810546 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910953377903321 996 $aThe business of brands$94361919 997 $aUNINA