{"product_id":"brand-asset-management-9780787963941","title":"Brand Asset Management","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eMost 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.\u003cbr\u003e -- Phil Kotler, S. C. Johnson \u0026amp; Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eForeword--David A. Aaker  \u003cp\u003ePreface\u003c\/p\u003e \u003cp\u003eAcknowledgements\u003c\/p\u003e \u003cp\u003eIntroduction: Overview of Brand Asset Management\u003c\/p\u003e \u003cp\u003ePhase One: Developing a Brand Vision\u003c\/p\u003e \u003cp\u003e1. Step One: Elements of a Brand Vision\u003c\/p\u003e \u003cp\u003ePhase Two: Determining Your BrandPicture\u003c\/p\u003e \u003cp\u003e2. Step Two: Determining Your Brand's Image\u003c\/p\u003e \u003cp\u003e3. Step Three: Creating Your Brand's Contract\u003c\/p\u003e \u003cp\u003e4. Step Four: Crafting a Brand-Based Customer Model\u003c\/p\u003e \u003cp\u003ePhase Three: Developing a Brand Asset Management Strategy\u003c\/p\u003e \u003cp\u003e5. Step Five: Positioning Your Brand for Success\u003c\/p\u003e \u003cp\u003e6. Step Six: Extending Your Brand\u003c\/p\u003e \u003cp\u003e7. Step Seven: Communicating Your Brand's Positioning\u003c\/p\u003e \u003cp\u003e8. Step Eight: Leveraging Your Brand to Maximize Channel Influence\u003c\/p\u003e \u003cp\u003e9. Step Nine: Pricing Your Brand at a Premium\u003c\/p\u003e \u003cp\u003ePhase Four: Supporting a Brand Asset Management Culture\u003c\/p\u003e \u003cp\u003e10. Step Ten: Measuring Your Return on Brand Investment (ROBI)\u003c\/p\u003e \u003cp\u003e11. Step Eleven: Establishing a Brand-Based Culture\u003c\/p\u003e \u003cp\u003eAbout the Author\u003c\/p\u003e \u003cp\u003eIndex\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":48865897382231,"sku":"9780787963941","price":14.39,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780787963941.jpg?v=1722276102","url":"https:\/\/bookcurl.com\/products\/brand-asset-management-9780787963941","provider":"Book Curl","version":"1.0","type":"link"}