Mike Albrecht
Mike Albrecht, vice president and general manager, IBM North America:
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.
Phil Kotle
Phil Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, J.L. Kellogg Graduate School of Management, Northwestern University:
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.
Amy Klem
Amy Klem, worldwide consumer brand manager, Hewlett-Packard:
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.
From the Publisher
"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
"Davis sets forth a process that everyone, from the CEO to the marketing manager, can follow to position a company's brand in the most advantageous way and use it to drive development pricing, marketing, communication, and sales." — Ft. Worth Morning Star-Telegram
"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." — Amy Kelm, worldwide consumer brand manager, Hewlett-Packard
"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." — Don Fletcher, president, North America, Hallmark Cards, Inc.
"Davis is a modern-day brand visionary. He proves the power of managing a brand as an asset. And teaches you how." — Barry Krause, president, Publicis & Hal Riney, Chicago
"Scott provides not only a host of practical tips to create and manage brands but also guidance on creating an organizational culture and measurement system to support the brand-building effort. I guarantee that your brand will benefit form the this book." — David Aaker, E. T. Grether Professor of Marketing and Public Policy, Haas School of Business, University of California at Berkeley
David Aaker
David Aaker, E.T. Grether Professor of Marketing and Public Policy, Haas School of Business, University of California at Berkeley/b>:
Scott provides not only a host of practical tips to create and manage brands but also a guidance on creating an organizational culture and measurement system to support the brand building effort. I guarantee that your brand will benefit form this book.
Barry Krause
Barry Krause, president, Publicis & Hal Riney, Chicago:
Davis is a modern-day brand visionary. He proves the power of managing a brand as an asset. And teaches you how.
Don Fletcher
Don Fletcher, president, North America, Hallmark Cards, Inc.:
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.
Peter A. Michel
Peter A. Michel, president and CEO, Brink's Home Security:
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.
