Brand Asset Management
Scott M. Davis
- 18 oktober 2002
- 9780787963941
Samenvatting:
Shows you how to turn your brand from the logo on your letterhead into the driving force behind your company's growth, operational success, and long term profitability.
THE PROCESS FOR GROWING YOUR COMPANY'S MOST VALUABLE ASSET
"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
"Davis sets forth a process that everyone, from the CEO to the marketing manager, can follow to position a company's brand in the most advantageous way and use it to drive development pricing, marketing, communication, and sales."
Ft. Worth Morning Star-Telegram
"Scott Davis has put together a gem. Brand Asset Management is a practical handbook for managers looking to maximize the strength and value of their brands."
Amy Kelm, worldwide consumer brand manager, Hewlett-Packard
"Scott Davis has written a comprehensive guide for businesses interested in fully unleashing the power of their brands. His insights, analysis, and advice provide a road map for brand success."
Don Fletcher, president, North America, Hallmark Cards, Inc.
"Davis is a modern-day brand visionary. He proves the power of managing a brand as an asset. And teaches you how."
Barry Krause, president, Publicis & Hal Riney, Chicago
"Scott provides not only a host of practical tips to create and manage brands but also guidance on creating an organizational culture and measurement system to support the brand-building effort. I guarantee that your brand will benefit from this book."
David Aaker, E. T. Grether Professor of Marketing and Public Policy, Haas School of Business, University of California at Berkeley