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"'When I use a word,' Humpty Dumpty said in rather a scornful tone. 'It means just what I choose it to mean - neither more or less.'
'The question is,' said Alice, 'whether you can make words mean so many different things.'
'The question is,' said Humpty Dumpty, 'which is to be master - that's all.'"
- Lewis Carroll
(Charles Lutwidge Dodgson)
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ZIN Product Number: 10260091
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| | | |  | | | Product Details
 Format: Textbook Hardcover, 1st ed., 2
Publisher: Wiley, John & Sons, Incorporated
ISBN: 0787950777
Release Date: Jan 6, 2000
Average Reader Review:    (Based on 4 reviews.)
| |  | | | In Brief
This books shows marketing managers how to value and manage their company's brands as business assets – – and use those assets to drive their business strategy.
While price, quality, availability, and service can be easily imitated by competitors, successful brands endure as a unique and highly valuable way to attract loyal customers. Yet most companies have no clear understanding of how to create a brand, let alone how to value and manage brands as the valuable assets they are. In Brand Asset Management, Scott Davis shows how brands are the vehicles for company growth and the basis for how a company operates, from allocating resources to setting strategy.
Drawing from the methods and research of his own highly successful consulting training program, Davis combines management and marketing as well as tactical/operational processes to provide managers with a thorough grounding in brand strategy. He presents companies with tested ways to assess the value of their brands and use that knowledge to determine how they develop, sell, price, and market their products or services. This hands-on guide also includes extensive case examples and a wealth of worksheets developed by the author for his training program to help managers through the planning process.
ABOUT THE AUTHOR: Scott M. 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 and 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.
| | | | Annotation
...how to value and manage their company's brands as business assets — and use those assets to drive their business strategy...
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 | | | | | Number of Reviews: 4 Average Rating:
-- Barry Krause, president, Publicis & Hal Riney, Chicago, June 20, 2000
Brand this one a winner
-- Christpher Scott, November 28, 2000
Brand Asset Management
-- Jeff from Chicago, June 20, 2000
Also Recommended: Brand Leadership, David Aaker; Building Strong Brands, David Aaker
A must read....
-- Julia, October 9, 2000
| |  | | | 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.
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| | | | People like you also bought:
Brand Leadership, by David A. Aaker
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A New Brand World: Ten Principles for Achieving Brand Leadership in the Twenty-First Century..., by Scott Bedbury
Harvard Business Review on Brand Management, Vol. 4, by Harvard Business Review Book Staff
| | | | | | Keywords
United States, Product management, Brand name products, United States, Product management, Brand name products, Brand name products, Product management, United States, Business / Economics / Finance, Business & Economics, Marketing - General, Advertising & Promotion
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