Gerzema, John & Ed Lebar. The Brand Bubble: The Looming Crisis in Brand Value and How To Avoid It.(Brief article)(Book review)

Gerzema, John & Ed Lebar. The Brand Bubble: The Looming Crisis in Brand Value and How To Avoid It. Jossey-Bass. Oct. 2008. c.218p, photogs. ISBN 978-0-47018387-8. $27.95. Bus

These authors both hold senior positions at Young & Rubicam (Y&R), part of the largest ad agency holding company in the world, WPP Group. Their book sounds an alarm based on a gap in value between how consumers and investors perceive brands. The authors have a proprietary research tool that they use to measure value, and they've found that investors reward companies with greater brand awareness, even if consumers don't see much utility. The book presents recommendations on how to close the gap …