Value Creation / Edition 1

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Overview

Why do some companies exhibit long-term financial growth while their competitors show erratic or declining performance? Value Creation: The Power of Brand Equity is a framework for success that empowers CEOs, CFOs, CMOs, investors, and other stakeholders to better understand and manage their firm's most valuable asset—their brands. Everyone who reads this book will develop a much deeper understanding of brands and brand equity, how they create meaning and value, and how they can be leveraged to improve long term financial performance. When a firm's values are in alignment with their brand's promise, value is created in the form of brand equity, and that brand equity can be leveraged to drive sustainable competitive advantage and superior financial performance. Measurement and brand performance tracking are key. The authors demonstrate a measurement system that allows the brand owner to measure brand value and brand equity and diagnose a brand's strengths and weaknesses in the marketplace. Ron Strauss and Bill Neal each bring 35-plus years of in-the-trenches marketing and marketing research observations and experiences with some of the world's leading companies. Their ideas and concepts are new and powerful, and are sure to stimulate much thought and discussion on the part of practitioners, academics and students. Best of all, Neal and Strauss show the reader how to improve performance in a way that is understandable and actionable.

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Product Details

  • ISBN-13: 9781587992049
  • Publisher: Cengage Learning
  • Publication date: 2/26/2008
  • Edition description: New Edition
  • Edition number: 1
  • Pages: 304
  • Product dimensions: 6.35 (w) x 9.09 (h) x 1.33 (d)

Meet the Author

Ron Strauss is the founder and senior executive officer of Brandzone, LLC. Strauss has counseled hundreds of CEOs on how to employ the unique power of brands to create outcomes that have worth and are worthwhile. Strauss's more than 30 years' experience has helped companies such as Siemens, Land 'O Lakes, Best Products, Schlumberger, Anheuser Busch companies, and many other SMEs improve value creation. He chairs the American Marketing Association's 1,800 member online Brand Strategy and Management Special Interest Group, and leads the AMA's national workshop: Brand Measurement—Its Purpose, Potential and New Approaches.

William Neal is founder and senior partner at SDR Consulting where he specializes in marketing strategy, market segmentation, product/service positioning, and brand value measurement and management. In his 35 year career, he has worked with approximately 300 different organizations, primarily in the United States. Bill has personally authored more than 60 articles, tutorials, and seminars on marketing and marketing measurement. He is on the Editorial Review Boards of Marketing Management and Marketing Research magazines and is an ad-hoc reviewer for several other marketing publications. Bill has been very active in the profession of marketing. He is a past chairman of the board of directors of the American Marketing Association and was the fourth person to ever receive AMA's Lifetime Achievement Award for service to the Profession of Marketing.

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Table of Contents

1: The Need. 2: What's the Solution? 3: What Is a Brand? What Isn't? 4: Brands as Financial Assets. 5: Value Creation/Value Destruction. 6: The Current State of Brand Measurement. 7: Understanding Brand Value and Brand Equity. 8: Brand Loyalty and Brand Performance. 9: What Is Branding? 10: Brand Success Profiles. 11: Values-Based Market Segmentation. 12: Leveraging the Brand Value Model and Brand Performance. 13: Salient Lessons for Marketing Service Providers. 14: The Value Creation Process. 15: The Solution. Technical Addendum.

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