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Brandstorm : surviving and thriving in the new consumer-led marketplace / Liz Nickles, with Savita Iyer.

By: Contributor(s): Material type: TextTextPublication details: New York : Palgrave Macmillan, 2012.Description: xii, 243 p. ; 24 cmISBN:
  • 9780230341685
  • 0230341683
Subject(s): DDC classification:
  • 658.8/27 23
LOC classification:
  • HF5415.1255 .N53 2012
Summary: Branding has become ubiquitous, with new brands becoming word-of-mouth successes literally overnight, and many welcome the easy familiarity they bring to daily life. But now brand proliferation is threatening not only to stifle true choice in the marketplace, but to render hard-won brand identities -- some decades in the making -- meaningless. With today's unprecedented access to thousands of brands a day, via Twitter, Facebook, and the rest, the balance of brand power is shifting irrevocably away from the businesses behind them. In "Brandstorm," branding guru Liz Nickles argues that, as a result, the brand is no longer a value proposition in itself, and that marketers and brand managers must stop the dilution and focus on meaningful, market-specific reinvention for those brands that can stand the test of time. She offers the success secrets behind leading brands like Ralph Lauren, Justin Bieber, and Revlon, and how to channel them today.
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Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.827 NI BR (Browse shelf(Opens below)) Available T0010881

Includes bibliographical references and index.

Branding has become ubiquitous, with new brands becoming word-of-mouth successes literally overnight, and many welcome the easy familiarity they bring to daily life. But now brand proliferation is threatening not only to stifle true choice in the marketplace, but to render hard-won brand identities -- some decades in the making -- meaningless. With today's unprecedented access to thousands of brands a day, via Twitter, Facebook, and the rest, the balance of brand power is shifting irrevocably away from the businesses behind them. In "Brandstorm," branding guru Liz Nickles argues that, as a result, the brand is no longer a value proposition in itself, and that marketers and brand managers must stop the dilution and focus on meaningful, market-specific reinvention for those brands that can stand the test of time. She offers the success secrets behind leading brands like Ralph Lauren, Justin Bieber, and Revlon, and how to channel them today.

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