About this book
- Book Title The Economy of Brands
- DOI https://doi.org/10.1057/9780230275010
- Copyright Information Palgrave Macmillan, a division of Macmillan Publishers Limited 2010
- Publisher Name Palgrave Macmillan, London
- eBook Packages Palgrave Business & Management Collection Business and Management (R0)
- Hardcover ISBN 978-0-230-23250-1
- Softcover ISBN 978-1-349-31281-8
- eBook ISBN 978-0-230-27501-0
- Edition Number 1
- Number of Pages IX, 184
- Number of Illustrations 0 b/w illustrations, 0 illustrations in colour
- Buy this book on publisher's site
"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."
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
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.'
CMO/Group Head of Marketing
SEB (Skandinaviska Enskilda Banken AB)