The Brand Bubble

By John Gerzema and Ed Lebar

Drawing on a decade’s worth of brand and financial data from Young & Rubicam’s BrandAsset® Valuator, the authors lay out credible evidence that businesses think brands are worth more than the consumers who buy them. The number of high-performace, value-creating brands is diminishing across the board. Yet at the same time, the financial markets keep raising brand valuations. The result? A brand bubble…

 

Read Chapter 1: Tulipmania and Inflated Brands

 

 


This material is used by permission of John Wiley & Sons, Inc.
 

John Gerzema and Ed Lebar

Copyright © 2008 by Young & Rubicam Brands. All rights reserved.

Book Excerpts

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