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Brand Asset Management Scott M. Davis

Brand Asset Management By Scott M. Davis

Brand Asset Management by Scott M. Davis

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Summary

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.

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Brand Asset Management Summary

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

Most companies do a poor job of managing their brands. Scott Davis vividly illustrates well-managed and poorly managed brand programs and provides the best methodology I have seen for improving your brand asset management. -- Phil Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

About Scott M. Davis

Scott M. Davis is a managing partner at Prophet s Chicago office, where he focuses on bringing the principles of this book to life with his clients. His work experience includes twelve 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. He speaks at a wide variety of top tier branding and marketing conferences and at the Kellogg School of Management at Northwestern University, and is a regular contributing editor for Brandweek.

Table of Contents

Foreword David A. Aaker Preface Acknowledgements Introduction: Overview of Brand Asset Management Phase One: Developing a Brand Vision 1. Step One: Elements of a Brand Vision Phase Two: Determining Your BrandPicture 2. Step Two: Determining Your Brand s Image 3. Step Three: Creating Your Brand s Contract 4. Step Four: Crafting a Brand Based Customer Model Phase Three: Developing a Brand Asset Management Strategy 5. Step Five: Positioning Your Brand for Success 6. Step Six: Extending Your Brand 7. Step Seven: Communicating Your Brand s Positioning 8. Step Eight: Leveraging Your Brand to Maximize Channel Influence 9. Step Nine: Pricing Your Brand at a Premium Phase Four: Supporting a Brand Asset Management Culture 10. Step Ten: Measuring Your Return on Brand Investment (ROBI) 11. Step Eleven: Establishing a Brand Based Culture About the Author Index

Additional information

CIN0787963941LN
9780787963941
0787963941
Brand Asset Management: Driving Profitable Growth Through Your Brands by Scott M. Davis
Scott M. Davis
Used - Like New
Paperback
John Wiley & Sons Inc
2002-10-18
288
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
The book has been read, but looks new. The book cover has no visible wear, and the dust jacket is included if applicable. No missing or damaged pages, no tears, possible very minimal creasing, no underlining or highlighting of text, and no writing in the margins

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