BusinessWeek Logo
12. The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It

12. The Brand Bubble: The Looming Crisis in Brand Value and How to Avoid It

By John Gerzema and Ed Lebar
(Jossey-Bass — $27.95)

The authors are Young & Rubicam consultants. It is their contention here that the coming bubble is in “the fundamental drivers of competitive advantage for most organizations: their brands.” Are they overvalued? The authors say yes.