Brands in the Balance: meeting the challenges to commercial identity (Financial Times Series) - Tapa dura

"Brands in the Balance "paints a portrait of the most urgent issues in branding, with stories of real brands and real people struggling to come to grips with real challenges. "An intelligent, informative and highly readable book about any organisation's most important assets - their brands. This book is a great contribution to the history and future possibilities of branding. It is recommended for anyone with an interest in brands, whether brand lovers, or brand sceptics." Rita Clifton, CEO, Interbrand "Kevin Drawbaugh's book is a wonderful portfolio of case studies in the global marketplace, with both positive and negative examples giving an excellent, practical, useful and highly readable account of where brands are today." John Wakely, Lehman Brothers "The case histories in this book, drawn from the experiences of 20 of the world's leading brands, underscore how vital a well-managed brand is to success in the 21st century. Brands in the Balance... will well serve marketers anywhere in the world faced with the daunting challenge of nurturing a brand." Edmund Lawler, Advertising columnist,Advertising Age's Business-to-Business magazine and author of Underdog Marketing "Drawbaugh's book is interesting and, as a compliment to No Logo, almost compulsary reading." Brand News, June 2001 ""Brands in the Balance "is rich in illustrative content with interviews of heads of the US and Europe's largest brands from Disney's Michael Eisner to Bernard Arnault at LVMH, Patrick Ricard at Pernod Ricard, Clive Butler at Unilever, Jack Keenan of Diageo, Domenico De Sole at Gucci, and many more. Sections are split in quarters to explore brands in the marketplace, in the company, on the Internet and in society. Using a case study to illustrate each chpater, Drawbaugh takes us through the brand challenges including managing your brand on a global, national, or regional stage, adapting to cyberspace, dealing with crisis, surving an M&A, avoiding the dangers in brand extension, taking on the big guy, determining and managing your brand value, and the delicate balance between brand recognition and over-adoption. ...a compelling, well-written read with original examples - and with all the material out there on the subject, that's a distinct advantage." brandchannel.com "I agree with you regarding the many challenges brand marketers face in the future. However, regardless of the depth or breadth of your brands, it will be increasingly important for brand marketers to understand and resonate locally with consumers in their communities in order to be successful. I am convinced this is the case, and believe the examples you gave -- whether Coca-Cola or the brewers -- affirm this belief." Letter from Douglas Daft, chairman and CEO of Coca-Cola Co.

It seems that nothing is unbrandable these days. From soft drinks, cars and clothing to financial services, telephones and even health care. As globalization increases consumer choice and product availability, commodities and services can often only be differentiated by one thing - brand. The growth of internet commerce has only intensified the view that a strong brand may be all that stands between profit and loss, between corporate identity and obscurity. Whilst brands may be bigger and bolder than before, more is expected of them as the marketplace buckles under the weight of product overload. Does brand loyalty really exist in the New Economy? Many analysts are predicting the death of the brand and of customer loyalty, arguing that sales are less a result of great branding, and more about accessibility and affordability. The time has come for many brand owners and managers to step back and reassess what their brands, and their companies, really stand for. Brands in the Balance explores the issue of the anti-brand backlash and takes a close look at the future of the global brand and what e-commerce companies must do to make sure their brand names stand out and make a lasting impression. It examines the future of 20 of the world's leading brands in light of the company, the marketplace, the internet and society as a whole, and asks how brands can survive and prosper in the 21st century. The case studies within are based on interviews with the real brand masters of today and tomorrow, and include:Bernard Arnault, CEO of French luxury goods conglomerate LVMH Domenico De Sole, CEO of Italian design and fashion powerhouse Gucci Group Karen Edwards, vice-president of marketing at US internet powerhouse Yahoo! Michael Eisner, CEO of US entertainment and media legend Walt Disney Co. Charlie Frenette, president of the European unit of US soft drinks leader Coca-Cola Co. Daniel Gestetner, CEO of UK-based start-up internet shopping portal ShopSmart Stelios Haji-Ioannou, CEO of upstart UK budget airline easyJet Alan Harris, president of the European unit of US food group Kellogg Co. Jack Keenan, deputy CEO of UK spirits giant Diageo plc Patrick Ricard, CEO of venerable French spirits group Pernod Ricard.