Skip to main content

Brand Asset Management: Driving Profitable Growth Through Your Brands

Paperback

$19.95

Brand Asset Management: Driving Profitable Growth Through Your Brands

Scott M. Davis

ISBN: 978-0-787-96394-1 September 2002 Jossey-Bass 288 Pages

Download Product Flyer

Download Product Flyer

Download Product Flyer is to download PDF in new tab. This is a dummy description. Download Product Flyer is to download PDF in new tab. This is a dummy description. Download Product Flyer is to download PDF in new tab. This is a dummy description. Download Product Flyer is to download PDF in new tab. This is a dummy description.

Description

"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

Buy Both and Save 25%!

This item: Brand Asset Management: Driving Profitable Growth Through Your Brands

Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth (Hardcover $29.95)

Cannot be combined with any other offers.

Original Price:$49.90

Purchased together:$37.43

save $12.47

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

 

 

The paperback version of the book that shows how to turn a brand into a company's most valuable asset.
  • Walks readers through the eleven steps needed to begin managing a brand.
  • Presents tested ways to assess and use your brand to better develop, sell, price, and market your products and services.
  • A hands-on guide that includes extensive case studies and worksheets