Description
Book SynopsisMost 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 ContentsForeword--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
