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This is not a 'how to' book about branding. Instead it outlines approaches that will increase the accountability of marketing spending and provide tools to support investment decisions. Drawing on the world's largest database of brand research, The Business of Brands outlines the ways in which brands are a source of value for both businesses and consumers. For businesses, it shows how brands contribute to shareholder value, both through revenue generation and by acting as a management tool. And for consumers, it shows how brands can fulfil various valuable functions - such as acting as a source of trust or a predictor of quality.

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The Business of Brands provides insight and understanding for those seeking to explore the full potential of their brands. It’s the most comprehensive survey of the brightest brand thinking from across the world, pulling together numerous sources, stories and case studies.

• Includes new research and analysis proving that strong brands have superior financial performance, and establishing the direct link between brand equity and shareholder value
• Draws upon the world’s largest database of brand research, WPP’s BrandZ, which measures consumer attitudes towards more than 15,000 global and local brands in 28 countries and across more than 70 product categories
• Illustrated with in-depth case studies, evaluating the core strategic challenges that a brand can expect to face over the course of time
• Provides the vital ammunition needed to make the case for investing in a brand – this is not a ‘how to’ book about creating successful branding, it’s a business book on the business value of strong brands

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Foreword.  
Why This Book was Written.
 
The Six-Minute Read.
 
PART I: BRANDS AND BUSINESS.
 
1. What is a Brand?
 
2. Brand Strategy is Business Strategy.
 
3. Brands in the Boardroom.
 
PART II: SOURCES OF BUSINESS VALUE.
 
4. Strong Brands can Command Market Share.
 
5. Strong Brands Create Barriers to Entry for Competitors.
 
6. Strong Brands can Launch Successful Extensions.
 
7. Strong, Well-Defined Brands Find it Easier to Enter New Markets.
 
8. Strong Brands can Attract and Retain Talent.
 
9. Strong Brands have Lower Price Elasticity.
 
10. Strong Brands can Command a Premium.
 
11. Strong Brands can Deal with Market Disruption.
 
12. Strong Brands have More Loyalty.
 
13. Strong Brands are a Store of Trust.
 
14. Strong Brands Stimulate Innovation.
 
PART III: STRATEGIC BRAND PLANNING.
 
15. Defining the Market.
 
16. Strategic Challenges.
 
17. Launch.
 
18. Challenge.
 
19. Maintain.
 
20. Revitalise.
 
21. Re-brand.
 
22. Acquire.
 
PART IV: BRAND BIOGRAPHIES.
 
23. American Express.
 
24. Ben & Jerry's.
 
25. Def Jam.
 
26. IBM.
 
27. Dove.
 
28. BP.
 
29. The Economist.
 
PART V: MEASUREMENT AND VALUATION.
 
30. Understanding Brand Strength.
 
31. Understanding Brand Value.
 
32. Brand Measurement and Business Performance.
 
33. Building Strong Brands.
 
Conclusion.
 
Index.

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