TITLE

A brand reality check

PUB. DATE
March 2005
SOURCE
Brand Strategy;Mar2005, Issue 190, p41
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
The article focuses on the book "The Business of Brands," by Jon Miller and David Muir. The authors describe this as a business book about the value of brands rather than a marketing book about branding and this is precisely what it is. The main challenges to brands are reviewed, with a perspective on the best approach for addressing these challenges. Some more detailed case studies attempt to relate financial performance back to the strength of the brand. Finally the authors cover the subject of brand valuation and measurement, simplifying without trivializing. They present an original analysis that correlates brand strength with key business performance measures such as market share, revenue, profitability and shareholder value.
ACCESSION #
16371297

 

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