Brand Asset Management: Driving Profitable GrowthThrough Your Brands
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More About This Title Brand Asset Management: Driving Profitable GrowthThrough Your Brands
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SCOTT DAVIS is a Managing Partner at Prophet Brand Strategy's Chicago office where he focuses on bringing the principles of this book to life with his clients. His previous work experience includes 12 years at Kuczmarski & Associates, Inc., an innovation and branding consulting company, where he was the Senior Partner and founder of the Brand Asset Management practice area and architect of the Brand Asset Management approach that is outlined in this book. Mr. Davis also worked at the Procter & Gamble Company, where he focused on a number of top global brands.Mr. Davis speaks at a wide variety of top-tier branding and marketing conferences and seminars, both nationally and internationally, is an Adjunct Professor at the J. L. Kellogg Graduate School of Management at Northwestern University, and is a regular guest editorial writer for Brandweek.
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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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"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
"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, J.L. Kellogg Graduate School of Management, Northwestern University
"Scott Davis' program provides the means to strategically manage your company's brand, its essence, for optimal results. Don't let your competitors see this book."--Peter A. Michel, president and CEO, Brink's Home Security
"Davis is a modern-day brand visionary. He proves the power of managinga brand as an asset. And teaches you how."--Barry Krause, president, Publicis & Hal Riney
"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.
"Scott provides not only a host of practical tips to create and manage brands but also provides 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
"Davis' approach to managing brands like assets should help scores of companies finally understand how to maximize the economic and strategic power their brands have?.a must-read for every executive who is serious about leveraging a company's brands to fuel future profitable growth."--Mike Albrecht, vice president and general manager, IBM North America
"There are very few marketing texts as focused as this one, and most readers will learn something useful from it." (Admap, March 2001)
"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, J.L. Kellogg Graduate School of Management, Northwestern University
"Scott Davis' program provides the means to strategically manage your company's brand, its essence, for optimal results. Don't let your competitors see this book."--Peter A. Michel, president and CEO, Brink's Home Security
"Davis is a modern-day brand visionary. He proves the power of managinga brand as an asset. And teaches you how."--Barry Krause, president, Publicis & Hal Riney
"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.
"Scott provides not only a host of practical tips to create and manage brands but also provides 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
"Davis' approach to managing brands like assets should help scores of companies finally understand how to maximize the economic and strategic power their brands have?.a must-read for every executive who is serious about leveraging a company's brands to fuel future profitable growth."--Mike Albrecht, vice president and general manager, IBM North America
"There are very few marketing texts as focused as this one, and most readers will learn something useful from it." (Admap, March 2001)
