Brand asset management : driving profitable growth through your brands
著者
書誌事項
Brand asset management : driving profitable growth through your brands
（The Jossey-Bass business & management series）
Jossey-Bass, c2000
1st ed
大学図書館所蔵 件 / 全18件
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注記
Includes index
内容説明・目次
内容説明
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.
目次
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
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