Brand Asset Management Driving Profitable Growth Through Your Brands

Name: Brand Asset Management Driving Profitable Growth Through Your Brands
Price: 6.77 USD
Availability: InStock
ISBN: 9780787963941

ISBN-10: 0787963941

ISBN-13: 9780787963941

Edition: 2nd 2002

Authors: Scott M. Davis

List price: $19.95

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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.

Book details

List price: $19.95
Edition: 2nd
Copyright year: 2002
Publisher: John Wiley & Sons, Incorporated
Publication date: 9/26/2002
Binding: Paperback
Pages: 288
Size: 6.00" wide x 9.25" long x 1.25" tall
Weight: 0.858
Language: English

Scott M. Davis Scott M. Davis is managing director at the Chicago office of Prophet Brand Strategy, and a former marketing and distribution manager at Procter & Gamble. He is an adjunct professor at Northwestern's Kellogg Graduate School of Management, a contributing editor to Brandweek, and an editorial board member of The Journal of Consumer Marketing. His work has been featured in such publications as the Wall Street Journal, Fortune, and USA Today.



Foreword



Preface


Acknowledgments


Introduction


Does Brand Asset Management Strategy Matter?


An Overview of Brand Asset Management



Developing a Brand Vision



Step One: Elements of a Brand Vision



Determining Your BrandPicture



Step Two: Determining Your Brand's Image



Step Three: Creating Your Brand's Contract



Step Four: Crafting a Brand-Based Customer Model



Developing a Brand Asset Management Strategy



Step Five: Positioning Your Brand for Success



Step Six: Extending Your Brand


Step Seven: Communicating Your Brand's Positioning



Step Eight: Leveraging Your Brand to Maximize Channel Influence



Step Nine: Pricing Your Brand at a Premium



Supporting a Brand Asset Management Culture



Step Ten: Measuring Your Return On Brand Investment (ROBI)



Step Eleven: Establishing a Brand-Based Culture


About the Author


Index