Brand Asset Management: Driving Profitable Growth Through Your Brands - Softcover

Davis, Scott M

Softcover

ISBN 10: 0787963941 ISBN 13: 9780787963941

Publisher: Jossey-Bass, 2002

Synopsis

"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

About this title

From the Back Cover:

THE PROCESS FOR GROWING YOUR COMPANY'S MOST VALUABLE ASSET

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

From the Inside Flap:

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.

About this edition

• Publisher: Jossey-Bass
• Publication date: 2002
• ISBN 10: 0787963941
• ISBN 13: 9780787963941
• Binding: Paperback
• Number of pages: 288