We use cookies to improve your experience. By using our site you are accepting our cookie policy. 
Read our privacy policy to learn more.

Innovation and Best Practice
for Business Success

Established 1967



Profit Brand

Profit Brand

How to Increase the Profitability Accountability and Sustainability of Brands

Nick Wreden

£24.99

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 customers buy not once, but again and again and again.

Buy product Buy now

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, 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, the 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.


Table Of Contents

    • 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


Book Details

  • EAN: 9780749450182
  • Edition: 1
  • Published: 3rd June 2007
  • Paperback
  • Dimensions: 234x156
  • 224 pages

About the Author

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. An award-winning writer and member of the American Marketing Association, he is a regular speaker at major business and marketing forums around the world, and teaches brand management at executive level.


Nick Wreden