Wow! eBook
Profit Brand: How to Increase the Profitability, Accountability and Sustainability of Brands
Author(s): Nick WREDEN (Author)
- Publisher: Kogan Page
- Publication Date: 6 Jan. 2007
- Edition: 1st
- Language: English
- Print length: 256 pages
- ISBN-10: 0749450185
- ISBN-13: 9780749450182
Book Description
Profit Brand offers a comprehensive metrics-based approach to branding that allows companies to link branding activities directly with bottom-line results, and align the organization – including marketing – with common benchmarks that ensure that customers repeat purchase. It also illustrates how organizations can do business on customer terms – the one competitive differentiator that cannot be duplicated in today’s consumer economy.
Focusing on concepts which have often been ignored – including profitability, accountability and sustainability – and packed with global examples from IBM, Disney, Amex and KLM, Profit Brand highlights both good and bad marketing practice. This is essential reading for branding and marketing professionals, CEOs, finance directors, and students of business and marketing.
Editorial Reviews
Review
“Finally, a strategic view of brands and branding. Explains and illustrates at a managerial level the why, how and with what value brands can build shareholder value. The first truly global brand and branding book.”,
Donald E. Schultz, Professor of Integrated Marketing Communications, Kellogg School of Management, Northwestern University, USA“Compelling argument that most brand practitioners are out of synch with the two groups they most need to relate to: consumers and corporate management If youre in branding,
Profit Brand should be on your bookshelf.”, Imedia ConnectionAbout the Author
Nick Wreden is a recognised brand futurist and Managing Director of FusionBrand, a consultancy that specialises in customer loyalty and metrics-based branding. He has over 20 years’ experience of branding products for Fortune 500 and many other companies, including IBM, Cisco, BellSouth and Hitachi.
Nick Wreden also founded one of the United State’s first technology marketing firms. An award-winning writer and member of the American Marketing Association, he is a regular speaker at major business and marketing forums around the world, and has also taught organisational management at graduate level.
