Brand asset management : driving profitable growth through your brands
by
Davis, Scott M., 1964-
Title
:
Brand asset management : driving profitable growth through your brands
Author
:
Davis, Scott M., 1964-
ISBN
:
9780787950774
Personal Author
:
Davis, Scott M., 1964-
Edition
:
1st ed.
Publication Information
:
San Francisco : Jossey-Bass, ©2000.
Physical Description
:
xvi, 265 pages : illustrations ; 24 cm.
Series
:
The Jossey-Bass business & management series
Jossey-Bass business & management series.
General Note
:
Includes index.
Contents
:
Foreword / Does Brand Asset Management Strategy Matter? -- An Overview of Brand Asset Management -- Developing a Brand Vision -- Step One: Elements of a Brand Vision -- Determining Your BrandPicture -- Step Two: Determining Your Brand's Image -- Step Three: Creating Your Brand's Contract -- Step Four: Crafting a Brand-Based Customer Model -- Developing a Brand Asset Management Strategy -- Step Five: Positioning Your Brand for Success -- Step Six: Extending Your Brand -- Step Seven: Communicating Your Brand's Positioning -- Step Eight: Leveraging Your Brand to Maximize Channel Influence -- Step Nine: Pricing Your Brand at a Premium -- Supporting a Brand Asset Management Culture -- Step Ten: Measuring Your Return On Brand Investment (ROBI) -- Step Eleven: Establishing a Brand-Based Culture.
Abstract
:
This text shows marketing managers how to value and manage their company's brands as business assets, and to use these assets to drive their business strategy.
Subject Term
:
Brand name products.
Product management.
Brand name products -- United States.
Product management -- United States.
Electronic Access
: