The Brand Bubble
Published 1/31/2009
Author: John Gerzema
John Gerzema is chief insights officer of Young and Rubicam and author of The Brand Bubble: The Looming Crisis in Brand Value (Jossey-Bass, 2008). He may be reached at john.gerzema@yr.com.
Summary
The BrandAsset Valuator (BAV) brand study found that, while brand valuations have risen steadily, consumers are selling brands short: Brand awareness is down 20 percent, brand esteem is sliding by 12 percent, perceptions of brand quality declined 24 percent, and trust in brands has eroded by almost 50 percent. The authors conclude that an entirely new approach to analyzing a company and managing its brands is needed to stave off the inevitable decline in brand value.
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