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Table of contents (17 chapters)
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Front Matter
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Back Matter
About this book
Reviews
"Branding has always been a divisive issue in the boardroom. On one side has sat the sceptics those quick to point out the dangers of listing this most intangible of assets on the balance sheet; while on the other has sat the believers those keen to differentiate and extract super normal earnings from very normal markets. And now Lindemann has reconciled the two in 'The Economy of Brands' - the most thorough insight ever published into 'branding' - the often misunderstood alchemy of marketing and economics.
Lindemann has 'tamed the dragon', by providing the business and academic worlds with the most thorough insight yet published, into branding and how it really works in business. His perspective is bolstered by many years spent at the coal face arguing the economic case for brands with CFOs, accounting bodies, tax authorities and financiers. 'The Economy of Brands' is sure to become the 'go to' reference for accountants and marketers alike."
John Allert
Group Head of Brand, McLaren Group
"Jan Lindemann has produced a remarkable text covering the theory, strategy and operational practice of the management of brands and the creation and sustaining of brand value. His model for the management of brand value is something that 21st century managers should put at the heart of their strategic thinking."
Professor Christopher Bones
Dean
Henley Business School
University of Reading
"In this a fast paced gem of business science Jan Lindemann presents one of the most insightful and compelling cases for the economic impact of brands that support the CMO in strategic business planning and fact based reasoning with the c-suite colleagues on the value creation of intangible assets. It should inspire marketing executives to change their responsibilities from marketing cost management to brand investment management that generates sustainable returns to shareholders as well as other stakeholders. The Economy of Brands proves that good brand management results in superior financial performance.'
Stefan Nerpin
CMO/Group Head of Marketing
SEB (Skandinaviska Enskilda Banken AB)
About the author
Jan was Global Managing Director at Interbrand, where he built the firm's global brand valuation and analytics business. He established and managed the ranking of the Best Global Brands published annually in BussinessWeek magazine.
In his earlier career Jan was a mergers& acquisitions advisor for The Chase Manhattan Bank focusing on the marketing and execution of M&A transactions in Western Europe and the US.
Jan holds an MA in international economics and international politics from The School of Advanced International Studies (SAIS) of The Johns Hopkins University, Washington, DC, USA.
Bibliographic Information
Book Title: The Economy of Brands
Authors: Jan Lindemann
DOI: https://doi.org/10.1057/9780230275010
Publisher: Palgrave Macmillan London
eBook Packages: Palgrave Business & Management Collection, Business and Management (R0)
Copyright Information: Palgrave Macmillan, a division of Macmillan Publishers Limited 2010
Hardcover ISBN: 978-0-230-23250-1Published: 07 May 2010
Softcover ISBN: 978-1-349-31281-8Published: 07 May 2010
eBook ISBN: 978-0-230-27501-0Published: 07 May 2010
Edition Number: 1
Number of Pages: IX, 184
Topics: Business Strategy/Leadership, Marketing