Brand Asset Management: Driving Profitable Growth Through Your Brands

ISBN-13: 9780787963941 / Angielski / Miękka / 2002 / 288 str.

Scott M. Davis; David A. Aaker

Opis

-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

Spis treści

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

 

 

O autorze

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.

Blurb

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