The Business of Brands

Released on by Jon Miller
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  • The Business of Brands Book Detail

  • Author : Jon Miller
  • Release Date : 2005-01-14
  • Publisher : John Wiley & Sons
  • Genre : Business & Economics
  • Pages : 286
  • ISBN 13 : 0470862602
  • File Size : 74,74 MB
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The Business of Brands by Jon Miller PDF Summary

Book Description: This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions - such as acting as a source of trust or a predictor of quality.

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