Brand Asset Management: Driving Profitable Growth Through Your Brands

Overview

Is Tide better than Surf? Starbucks better than Caribou Coffee? Maybe not.
But a company's brand has the power to differentiate its products and services from those of its competitors--even when those products and services are exactly the same. And when seventy percent of customers are willing to pay a premium for their brand of choice, a strong brand is a company's most valuable asset.
Coca-Cola's brand has been valued at $47 billion. When ...
See more details below
Available through our Marketplace sellers.
Other sellers (Hardcover)
  • All (28) from $1.99   
  • New (5) from $13.73   
  • Used (23) from $1.99   
Close
Sort by
Page 1 of 1
Showing 1 – 4 of 5
Note: Marketplace items are not eligible for any BN.com coupons and promotions
$13.73
Seller since 2007

Feedback rating:

(88)

Condition:

New — never opened or used in original packaging.

Like New — packaging may have been opened. A "Like New" item is suitable to give as a gift.

Very Good — may have minor signs of wear on packaging but item works perfectly and has no damage.

Good — item is in good condition but packaging may have signs of shelf wear/aging or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Acceptable — item is in working order but may show signs of wear such as scratches or torn packaging. All specific defects should be noted in the Comments section associated with each item.

Used — An item that has been opened and may show signs of wear. All specific defects should be noted in the Comments section associated with each item.

Refurbished — A used item that has been renewed or updated and verified to be in proper working condition. Not necessarily completed by the original manufacturer.

New
2000-06-09 Hardcover New HARDCOVER, BRAND NEW COPY, Perfect Shape, No Black Remainder Mark, 427-309.

Ships from: La Grange, IL

Usually ships in 1-2 business days

  • Canadian
  • International
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$20.00
Seller since 2005

Feedback rating:

(156)

Condition: New
CA 2000 Hard cover First edition. New in new dust jacket. Gift Quality. Sewn binding. Cloth over boards. 288 p. Contains: Illustrations. Jossey-Bass Business & Management ... (Hardcover). Audience: General/trade. Gift Quality. Read more Show Less

Ships from: Derby, CT

Usually ships in 1-2 business days

  • Canadian
  • Standard, 48 States
  • Standard (AK, HI)
  • Express, 48 States
  • Express (AK, HI)
$50.00
Seller since 2014

Feedback rating:

(181)

Condition: New
Brand new.

Ships from: acton, MA

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
$50.00
Seller since 2014

Feedback rating:

(181)

Condition: New
Brand new.

Ships from: acton, MA

Usually ships in 1-2 business days

  • Standard, 48 States
  • Standard (AK, HI)
Page 1 of 1
Showing 1 – 4 of 5
Close
Sort by
Sending request ...

Overview

Is Tide better than Surf? Starbucks better than Caribou Coffee? Maybe not.
But a company's brand has the power to differentiate its products and services from those of its competitors--even when those products and services are exactly the same. And when seventy percent of customers are willing to pay a premium for their brand of choice, a strong brand is a company's most valuable asset.
Coca-Cola's brand has been valued at $47 billion. When Rolls-Royce was sold, its brand went for $66 million. Over $40 million was paid for the PanAm brand. Brand Asset Management shows a company's 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.
In order to unleash the power of their brand, managers have to stop thinking of it as just another marketing tactic. They need to see it as a vehicle for their company's growth, the key to their customers' loyalty, and a basis for their internal operations. Expert brand manager Scott Davis lays out a proven process that everyone from the CEO to the marketing manager can follow to position their company's brand in the most advantageous way possible and use it to drive development, pricing, marketing, communication, and sales.
Davis' strategies are based on twelve years of consulting experience with hundreds of organizations, from Fortune 10 companies to $10-million startups. He walks readers through the eleven steps necessary to begin managing their brand as the valuable asset it is, providing extensive case studies that will help them jump-start the process.

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

Read More Show Less

Editorial Reviews

From the Publisher
"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

"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, J.L. Kellogg Graduate School of Management, Northwestern University

"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."--Peter A. Michel, president and CEO, Brink's Home Security

"Davis is a modern-day brand visionary. He proves the power of managinga brand as an asset. And teaches you how."--Barry Krause, president, Publicis & Hal Riney

"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.

"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."--David Aaker, E. T. Grether Professor of Marketing and Public Policy, Haas School of Business, University of California at Berkeley

"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."--Mike Albrecht, vice president and general manager, IBM North America

"There are very few marketing texts as focused as this one, and most readers will learn something useful from it." (Admap, March 2001)

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.
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.
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.
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.
Admap
There are very few marketing texts as focused as this one, and most readers will learn something useful from it.
Booknews
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 (booknews.com)
Read More Show Less

Product Details

  • ISBN-13: 9780787950774
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 1/28/2000
  • Series: Business and Management Series
  • Edition number: 1
  • Pages: 288
  • Product dimensions: 6.28 (w) x 9.32 (h) x 1.00 (d)

Meet the Author

SCOTT 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 & 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.
Read More Show Less

Table of Contents

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.

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously
Sort by: Showing all of 3 Customer Reviews
  • Anonymous

    Posted November 22, 2000

    Brand this one a winner

    Like getting a message from a burning bush, this book jars awake the brand manager or corporate marketer who thought brand building consisted of hiring an ad agency to create fancy packaging and clever advertising. This book sets the standard as a ¿must read¿ and elevates brand management to a whole new level. Scott Davis combines the right blend of graphs, charts and processes with clear narrative for those who really want their brands to be responsible for company growth. After reading this the only thing standing between total brand success and your brand are those who haven¿t yet cracked the binding on this excellent work. So buy a dozen highlighters and at least one additional copy of this book ¿ you¿ll need it, and your boss will thank you for it.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted October 9, 2000

    A must read....

    Scott Davis' book is a must read for anyone interested in building a brand in the new economy. He gives actionable implementation tactics for building brands internally and externally, as well as for maximizing a brand's strength to drive profitable growth. Davis' practical methodology makes this book a 'must have' guide for anyone responsible for building or managing sucessful brands.

    Was this review helpful? Yes  No   Report this review
  • Anonymous

    Posted June 19, 2000

    Brand Asset Management

    What a great book. As an individual that is responsible for a portfolio of brands, I found this book incredibly helpful. It is not like the other brand books I have read and passed to my colleagues, this one is different. It actually tells you how to build and manage a brand. It is not a book of theories. I have purchased this for all of my brand managers. I can imagine that this book will soon be a textbook for graduate schools throughout the country. It's timely, relevant and most of all actionable.

    Was this review helpful? Yes  No   Report this review
Sort by: Showing all of 3 Customer Reviews

If you find inappropriate content, please report it to Barnes & Noble
Why is this product inappropriate?
Comments (optional)