Description

Book 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

Table of Contents
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

Brand Asset Management

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    A Paperback / softback by Scott M. Davis

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      Book details

      Publisher John Wiley & Sons Inc
      Published 18 October 2002
      ISBN-13 9780787963941
      978-0787963941
      ISBN-10 0787963941
      Also in:
      Sales and marketing management

      Description

      Book 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

      Table of Contents
      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

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