ISBN 9780749450946,Profit Brand: How to Increase the Profitability, Accountability & Sustainability of Brands

Profit Brand: How to Increase the Profitability, Accountability & Sustainability of Brands


Nick Wreden


Kogan Page Limited



Kogan Page Limited

Publication Year 2007

ISBN 9780749450946

ISBN-10 0749450940


Number of Pages 210 Pages
Language (English)


CFOs are demanding greater accountability and more sustainable results for their marketing investments. Profit Brand offers a comprehensive metrics-based approach to branding that allows companies to directly link branding activities with bottom-line results, align the organization - including marketing - with common benchmarks and ensure that customers buy not once, but again and again and again. Profit Brand also illustrates how to do business on customer terms - the one competitive differentiator that cannot be duplicated in today's customer economy.

About The Author
Nick Wreden is a recognized brand futurist and Managing Director of Fusion Brand, a consultancy that specializes in customer loyalty and metrics-based branding. He has over 20 years' experience of branding products for Fortune 500 and many other companies, including IBM, Cisco, BellSouth and Hitachi. He also founded one of the United State's first technology marketing firms

Table of Contents
Branding: yesterday, today and tomorrow
Forging a Profit Brand in the customer Economy
Customer equity: the key to accountability
How to calculate customer equity
Divide and conquer: taker care of customers worth taking care of
Winning strategies to increase customer profitability
Increasing customer profitability through pricing
Profit Brand principles for brand communications
Establishing accountability through branding systems
Establishing accountability through effective metrics
Profit brand service: Owning the customer experience
Loyalty: the tie that binds
Orchestrating allies: no brand is an island