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Brand Asset Management Scott M. Davis

Brand Asset Management By Scott M. Davis

Brand Asset Management by Scott M. Davis


$10.00
Condition - Very Good
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Summary

This text shows marketing managers how to value and manage their company's brands as business assets and to use these assets to drive their business strategy.

Brand Asset Management Summary

Brand Asset Management: Driving Profitable Growth Through Your Brands by Scott M. Davis

Price, quality, availability, and service-these are all aspects of your business that your competitors can imitate. But your brand is unique. In this book, an experienced brand manager shows you how to turn your brand from the logo on your letterhead into the driving force behind your company's growth, operational success, and long-term profitability. Drawing from methods developed in his highly successful consulting and training programs, Scott Davis provides a thorough grounding in brand strategy. He presents tested ways to assess the value of your brand, maximize its potential, and use it to better develop, sell, price, and market your products and services. His hands-on guide also includes extensive case studies and worksheets to help your company capitalize on the most under-leveraged-and the most powerful-asset it owns.

Brand Asset Management Reviews

There are very few marketing texts as focused as this one, and most readers will learn something useful from it. (Admap, March 2001)

About Scott M. Davis

SCOTT DAVIS is a Managing Partner at Prophet Brand Strategy's Chicago office where he focuses on bringing the principles of this book to life with his clients. His previous work experience includes 12 years at Kuczmarski & Associates, Inc., an innovation and branding consulting company, where he was the Senior Partner and founder of the Brand Asset Management practice area and architect of the Brand Asset Management approach that is outlined in this book. Mr. Davis also worked at the Procter & Gamble Company, where he focused on a number of top global brands.Mr. Davis speaks at a wide variety of top-tier branding and marketing conferences and seminars, both nationally and internationally, is an Adjunct Professor at the J. L. Kellogg Graduate School of Management at Northwestern University, and is a regular guest editorial writer for Brandweek.

Table of Contents

Introduction: Does Brand Asset Management Strategy Matter? An Overview of Brand Asset Management. DEVELOPING A BRAND VISION. Elements of a Brand Vision. DETERMINING YOUR BRAND PICTURE. Determining Your Brand Image. Creating Your Brand Contract. Crafting a Brand-Based Customer Model. DEVELOPING A BRAND ASSET MANAGEMENT STRATEGY. Positioning Your Brand for Success. Extending Your Brand. Communicating your Brand's Positioning. Leveraging Your Brand to Maximize Channel Influence. Pricing Your Brand at a Premium. SUPPORTING A BRAND ASSET MANAGEMENT CULTURE. Measuring Your Return On Brand Investment (ROBI). Establishing a Brand-Based Culture

Additional information

GOR002237609
9780787950774
0787950777
Brand Asset Management: Driving Profitable Growth Through Your Brands by Scott M. Davis
Used - Very Good
Hardback
John Wiley & Sons Inc
20000616
288
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us

Customer Reviews - Brand Asset Management