Brand Asset Management Driving Profitable Growth Through Your Brands

by Davis, Scott M.

• ISBN13: 9780787963941
• ISBN10: 0787963941
• Edition: 1st
• Format: Paperback
• Copyright: 2002-09-27
• Publisher: Jossey-Bass

Summary

"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

Author Biography

<B>Scott M. Davis</B> is a managing partner at Prophet's Chicago office, where he focuses on bringing the principles of this book to life with his clients. His work experience includes twelve 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. He speaks at a wide variety of top-tier branding and marketing conferences and at the Kellogg School of Management at Northwestern University, and is a regular contributing editor for <I>Brandweek. </I>

Table of Contents

Foreword	p. vii
Preface	p. xi
Acknowledgments	p. xv
Introduction	p. 1
Does Brand Asset Management Strategy Matter?	p. 3
An Overview of Brand Asset Management	p. 19
Developing a Brand Vision	p. 35
Step One: Elements of a Brand Vision	p. 37
Determining Your BrandPicture	p. 51
Step Two: Determining Your Brand's Image	p. 53
Step Three: Creating Your Brand's Contract	p. 75
Step Four: Crafting a Brand-Based Customer Model	p. 91
Developing a Brand Asset Management Strategy	p. 107
Step Five: Positioning Your Brand for Success	p. 109
Step Six: Extending Your Brand	p. 129
Step Seven: Communicating Your Brand's Positioning	p. 153
Step Eight: Leveraging Your Brand to Maximize Channel Influence	p. 181
Step Nine: Pricing Your Brand at a Premium	p. 199
Supporting a Brand Asset Management Culture	p. 213
Step Ten: Measuring Your Return On Brand Investment (ROBI)	p. 215
Step Eleven: Establishing a Brand-Based Culture	p. 229
About the Author	p. 253
Index	p. 255
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