Scott M. Davis

Brand Asset Management

Driving Profitable Growth Through Your Brands

• Broschiertes Buch

Produktbeschreibung

Now in paperback, Brand Asset Management , written by 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.

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"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

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Hinweis: Dieser Artikel kann nur an eine deutsche Lieferadresse ausgeliefert werden.

Produktdetails

• The Jossey-Bass Business & Management Series
• Verlag: Jossey-Bass Publishers / Wiley & Sons
• 1. Auflage
• Seitenzahl: 288
• Erscheinungstermin: 27. September 2002
• Englisch
• Abmessung: 229mm x 152mm x 16mm
• Gewicht: 400g
• ISBN-13: 9780787963941
• ISBN-10: 0787963941
• Artikelnr.: 10973806

Autorenporträt

THE AUTHOR 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.

Inhaltsangabe

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
 
 

Rezensionen

"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