Title:
Brand asset management : driving profitable growth through your brands
Author:
Davis, Scott M., 1964-
ISBN:
9780787950774
Personal Author:
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.
Electronic Access:
Table of contents http://lcweb.loc.gov/catdir/toc/00008013.htmlContributor biographical information http://catdir.loc.gov/catdir/bios/wiley042/00008013.html
Publisher description http://catdir.loc.gov/catdir/description/wiley034/00008013.html