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Profit Brand

How to Increase the Profitability Accountability and Sustainability of Brands

Nick Wreden

Benefit from a comprehensive metrics-based approach to branding that directly links branding activities with bottom-line results, including common benchmarks to ensure customers buy not once, but again and again.

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EAN: 9780749450182

Edition: 1

Published: 03 Jun 2007

Format: 229 x 150

224 pages

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About the book

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.

About the authors

Nick Wreden is a renowned brand futurist and Managing Director of FusionBrand, a consultancy that specializes in customer loyalty and metrics-based branding. He has over 20 years' experience of branding products for Fortune 500 and other companies, including IBM, Cisco and Hitachi. He is an award-winning writer and member of the American Marketing Association, and teaches brand management at executive level.

Nick Wreden

- Chapter - 00: Introduction;
- Chapter - 01: Branding: yesterday, today and tomorrow;
- Chapter - 02: Forging a ProfitBrand in the customer economy;
- Chapter - 03: Customer equity: the key to accountability;
- Chapter - 04: How to calculate customer equity;
- Chapter - 05: Divide and conquer: take care of customers worth taking care of;
- Chapter - 06: Winning strategies to increase customer profitability;
- Chapter - 07: Increasing customer profitability through pricing;
- Chapter - 08: ProfitBrand principles for brand communications;
- Chapter - 09: Establishing accountability through branding systems;
- Chapter - 10: Establishing accountability through effective metrics;
- Chapter - 11: ProfitBrand service: owning the customer experience;
- Chapter - 12: Loyalty: the tie that binds;
- Chapter - 13: Orchestrating allies: no brand is an island;
- Chapter - 14: Conclusion

Reviews

Philip Kotler, Professor of International Marketing, Kellogg School of Management

I learned a lot from reading Profit Brand. This book does a superb job in showing how companies can gain by tracking individual customers profitability, and not simply basing their strategies on aggregate measures such a sales and market share.

Donald E. Schultz, Professor of Integrated Marketing Communications, Kellogg School of Management, Northwestern University, USA

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.

Imedia Connection

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.

I learned a lot from reading Profit Brand. This book does a superb job in showing how companies can gain by tracking individual customers profitability, and not simply basing their strategies on aggregate measures such a sales and market share.
Philip Kotler, Professor of International Marketing, Kellogg School of Management

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