Profit Brand: How to Increase the Profitability, Accountability and Sustainability of Brands
by Nick Wreden
Rating
Year
2007
ISBN No.
9780749450182
No.of pages
256
Reviews
0
"Profit Brand" offers a comprehensive metrics-based approach to branding that allows companies to link branding activities directly with bottom-line results, align the organization - including marketing - with common benchmarks and ensure that customers buy not once, but again and again and again. "Profit Brand" also illustrates how to do business on customer terms - the one competitive differentiator that cannot be duplicated in today's consumer economy. Focusing on concepts commonly ignored in marketing books - profitability, accountability and sustainability - and packed with global examples, including IBM, Disney, Amex and KLM, this book highlights both good and bad marketing practice. Profit Brand is essential reading for branding and marketing professionals, CEOs, finance directors, and students of business and marketing.
Profit Brand offers a comprehensive metrics-based approach to branding that allows companies to directly link branding activities with bottom-line results, align the organization - including marketing - with common benchmarks and ensure that customer
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