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The Business of Brands

by Jon Miller (Ogilvy), David Muir (WPP)

Publisher: John Wiley & Sons, 2004

Brands can create value across the full spectrum of business activities - from human resources to product development and, of course, market share and customer loyalty. Successful business leaders recognise this, and brands are moving up the corporate agenda.

Drawing on WPP’s BrandZ equity study, The Business of Brands assembles all the learning about the business value of brands into one comprehensive survey.

The book provides an insight and understanding for those seeking to explore the full potential of their brands and incorporates numerous sources, stories and case studies.

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About the Author

Jon Miller is a planner at Ogilvy & Mather London. During his six years at the agency, Jon has worked on many of Ogilvy’s global clients, including Unilever, Nestle, DHL and GSK. He olds a degree in Philosophy and a masters in Artificial Intelligence.

David Muir is CEO of WPP’s unit The Channel which brings together WPP’s media & research skills and knowledge.

He joined Ogilvy & Mather London in 1992 and was appointed Group Development Director in 2002. David holds an MBA with Distinction from London Business School.