- Shows how to justify branding investment in terms of profitability, using a practical and workable thesis
- Explains how to identify the most profitable customers from the unprofitable ones that sap corporate resources
- Packed with international examples including IBM, Disney, Amex and KLM, with key takeaway summaries at the end of each chapter
Profit Brand
How to Increase the Profitability Accountability and Sustainability of Brands
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.
Key features at a glance
EAN: 9780749450182
Edition: 1
Published:
Format: 229x150
224 pages
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.
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.
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