Brand Asset Management: Driving Profitable Growth Through Your Brands / Edition 1

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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 to value and manage their company's brands as business assets — and use those assets to drive their business strategy...

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Editorial Reviews

Phil Kotler
Scott Davis has put together a gem. Brand Asset Management is a practical handbook for managers looking to maximize the strength and value of their brands. 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.
Peter A. Michel
Scott Davis' program provides the means to strategically manage your company's brand, its essence, for optimal results. Don't let your competitors see this book.
Barry Krause
Davis is a modern-day brand visionary. He proves the power of managing a brand as an asset. And teaches you how.
Don Fletcher
Scott Davis has written a comprehensive guide for businesses interested in fully unleashing the power of their brands. His insights, analysis, and advice provide a road map for brand success.
David Aaker
Scott provides not only a host of practical tips to create and manage brands but also provides guidance on creating an organizational culture and measurement system to support the brand-building effort. I guarantee that your brand will benefit from this book.
Mike Albrecht
Davis' approach to managing brands like assets should help scores of companies finally understand how to maximize the economic and strategic power their brands have?. A must-read for every executive who is serious about leveraging a company's brands to fuel future profitable growth.
There are very few marketing texts as focused as this one, and most readers will learn something useful from it.
Shows company leaders how to estimate the value of their own brand, manage it as a business asset, and use that asset to drive their business strategy. Lays out a proven process that everyone, from the CEO to the marketing manager, can follow to position their company's brand and use it to drive development, pricing, marketing, communication, and sales. Davis is managing director at the Chicago office of Prophet Brand Strategy. He teaches at Northwestern's Kellogg Graduate School of Management. Annotation c. Book News, Inc., Portland, OR (
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Product Details

  • ISBN-13: 9780787963941
  • Publisher: Wiley
  • Publication date: 9/28/2002
  • Series: Jossey-Bass Business and Management Ser.
  • Edition description: Subsequent
  • Edition number: 1
  • Pages: 288
  • Sales rank: 1,160,485
  • Product dimensions: 5.96 (w) x 9.04 (h) x 0.78 (d)

Meet 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 lifewith his clients. His work experience includes twelve years atKuczmarski & Associates, Inc., an innovation and brandingconsulting company, where he was the senior partner and founder ofthe Brand Asset Management practice area and architect of the BrandAsset Management approach that is outlined in this book. He speaksat a wide variety of top-tier branding and marketing conferencesand at the Kellogg School of Management at Northwestern University,and is a regular contributing editor for Brandweek.

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Table of Contents

Foreword—David A. Aaker



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 ChannelInfluence

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


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