Brand asset management : driving profitable growth through your brands
Author(s)
Bibliographic Information
Brand asset management : driving profitable growth through your brands
(The Jossey-Bass business & management series)
Jossey-Bass, c2000
1st ed
Available at 18 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes index
Description and Table of Contents
Description
Price, quality, availability, and service-these are all aspects of your business that your competitors can imitate. But your brand is unique. In this book, an experienced brand manager 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. Drawing from methods developed in his highly successful consulting and training programs, Scott Davis provides a thorough grounding in brand strategy. He presents tested ways to assess the value of your brand, maximize its potential, and use it to better develop, sell, price, and market your products and services. His hands-on guide also includes extensive case studies and worksheets to help your company capitalize on the most under-leveraged-and the most powerful-asset it owns.
Table of Contents
Introduction: Does Brand Asset Management Strategy Matter? An Overview of Brand Asset Management. DEVELOPING A BRAND VISION. Elements of a Brand Vision. DETERMINING YOUR BRAND PICTURE. Determining Your Brand Image. Creating Your Brand Contract. Crafting a Brand-Based Customer Model. DEVELOPING A BRAND ASSET MANAGEMENT STRATEGY. Positioning Your Brand for Success. Extending Your Brand. Communicating your Brand's Positioning. Leveraging Your Brand to Maximize Channel Influence. Pricing Your Brand at a Premium. SUPPORTING A BRAND ASSET MANAGEMENT CULTURE. Measuring Your Return On Brand Investment (ROBI). Establishing a Brand-Based Culture
by "Nielsen BookData"