Ed Lebar is CEO of BrandAsset Consulting Group. Ed manages BrandAsset Consulting around the world. He has helped grow BrandAsset Valuator into the largest brand model and database in the world, which now includes input from over 500,000 customers on 38,000 brands across 48 countries through 250 studies.
Before his career in marketing and advertising, Lebar was a professor of economics at CCNY and Finch College. He holds advanced degrees in economics from NYU and the University of Denver, and a B.A. from Syracuse University.
Foreword | p. ix |
Introduction | p. 1 |
Tulipmania and Inflated Brands | p. 5 |
Can You Say "Irresistible"? | p. 32 |
Wall Street, Meet Main Street | p. 57 |
The Postmodern Craving for Creativity | p. 77 |
Welcome to ConsumerLand | p. 87 |
Application | p. 113 |
Stage One-Exploration: Performing an Energy Audit | p. 119 |
Case study: LEGO-Play Well | |
Stage Two-Distillation: Identifying the Energy Core | p. 153 |
Case study: Virgin Atlantic-Brilliant Basics, Magic Touches | |
Stage Three-Ignition: Creating an Energized Value Chain | p. 179 |
Case study: Xerox-The Energy Inside | |
Stage Four-Fusion: Becoming an Energy-Driven Enterprise | p. 199 |
Case study: Mumbai Tiffin Box Suppliers-Human Energy | |
Stage Five-Renewal: Active Listening and Constant Refreshing of Brand Meaning | p. 218 |
Case study: UNIQLO-Seeing Farther | |
Epilogue: A Brand May Be Famous, But Is It Creating Return for Shareholders? | p. 233 |
Notes | p. 235 |
Acknowledgments | p. 241 |
The Authors | p. 243 |
Index | p. 245 |
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