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The Economy of Brands de J. Lindemann

The Economy of Brands

Autor J. Lindemann
en Limba Engleză Hardback – 7 mai 2010
In many businesses brands account for the majority of shareholder value. It is crucial to understand how the economy of brands works and can be exploited to create sustainable value. The purpose of this book is to develop and enhance the understanding of the brand as an economic asset, to make better business and investment decisions.
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Specificații

ISBN-13: 9780230232501
ISBN-10: 0230232507
Pagini: 184
Ilustrații: IX, 184 p.
Dimensiuni: 155 x 235 x 18 mm
Greutate: 0.45 kg
Ediția:2010
Editura: Palgrave Macmillan UK
Colecția Palgrave Macmillan
Locul publicării:London, United Kingdom

Cuprins

Introduction What Is A Brand? The Value Of Brands Assessing the Value Of Brands Brands On The Balance Sheet Brand Securitisation Brand Value In Mergers& Acquisitions Brand Licensing The Brand Value Chain Return On Brand Investment (ROBI) Brands and The Stock Market Managing Brand Value Conclusion Bibliography

Recenzii

"Branding has always been a divisive issue in the boardroom. On one side has sat the sceptics those quick to point out the dangers of listing this most intangible of assets on the balance sheet; while on the other has sat the believers those keen to differentiate and extract super normal earnings from very normal markets. And now Lindemann has reconciled the two in 'The Economy of Brands' - the most thorough insight ever published into 'branding' - the often misunderstood alchemy of marketing and economics.
Lindemann has 'tamed the dragon', by providing the business and academic worlds with the most thorough insight yet published, into branding and how it really works in business. His perspective is bolstered by many years spent at the coal face arguing the economic case for brands with CFOs, accounting bodies, tax authorities and financiers. 'The Economy of Brands' is sure to become the 'go to' reference for accountants and marketers alike."
John Allert
Group Head of Brand, McLaren Group
"Jan Lindemann has produced a remarkable text covering the theory, strategy and operational practice of the management of brands and the creation and sustaining of brand value. His model for the management of brand value is something that 21st century managers should put at the heart of their strategic thinking."
Professor Christopher Bones
Dean
Henley Business School
University of Reading
"In this a fast paced gem of business science Jan Lindemann presents one of the most insightful and compelling cases for the economic impact of brands that support the CMO in strategic business planning and fact based reasoning with the c-suite colleagues on the value creation of intangible assets. It should inspire marketing executives to change their responsibilities from marketing cost management to brand investment management that generates sustainable returns to shareholders as well as other stakeholders. The Economy of Brands proves that good brand management results in superior financial performance.'
Stefan Nerpin
CMO/Group Head of Marketing
SEB (Skandinaviska Enskilda Banken AB)

Notă biografică

JAN LINDEMANN is a leading authority on value-based brand management and the impact of brands and other intangibles on shareholder value. He has advised many companies on building and managing leading global brands with sustainable economic value. He has also helped clients to maximize the value of their intangible assets in a wide range of financial transactions including M&A, IP licensing and securitization. Jan has worked with leading companies around the world including Samsung Electronics, LG, Intel, Prada, Gucci Group, Nestlé, L'Oréal, PepsiCo, RHM, GE, Bank of America, MasterCard, Johnson& Johnson and Vodafone.
Jan was Global Managing Director at Interbrand, where he built the firm's global brand valuation and analytics business. He established and managed the ranking of the Best Global Brands published annually in BussinessWeek magazine.
In his earlier career Jan was a mergers& acquisitions advisor for The Chase Manhattan Bank focusing on the marketing and execution of M&A transactions in Western Europe and the US.
Jan holds an MA in international economics and international politics from The School of Advanced International Studies (SAIS) of The Johns Hopkins University, Washington, DC, USA.