The Brand Bubble:The Looming Crisis in Brand Value and How to Avoid it

摘要

With consumers taking quality for granted and treating more products as commodities,companies are having a tougher time making their brands stand out.But has branding gotten fundamentally less rewarding,or do marketers just need a new approach? Ad executives Gerzema and Lebar offer lots of evidence of brand weakness,but they also point to Virgin and other"buzz"marks to show that consumers still reward"energetic"brands.