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Brand Asset Management: Driving Profitable Growth Through Your Brands - NEW

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Last updated on Jul 13, 2025 09:43:55 EDTView all revisionsView all revisions

Item specifics

Condition
Brand New: A new, unread, unused book in perfect condition with no missing or damaged pages. See the ...
Brand
Unbranded
Book Title
Brand Asset Management: Driving Profitable Growth Through Your B
MPN
Does not apply
ISBN
9780787963941

About this product

Product Information

Preis, Qualität, Verfügbarkeit und Service - dies alles sind Aspekte Ihres Unternehmens, die die Konkurrenz imitieren kann. Ihre Marke jedoch ist einzigartig. Dieses Buch zeigt Ihnen, wie Sie Ihre Marke vom Logo auf dem Briefkopf in die treibende Kraft verwandeln, die hinter Unternehmenswachstum, operativem Erfolg und langfristiger Rentabilität steht. Autor Scott Davis ist ein erfahrener Brand Manager. Hier greift er auf seine bewährten Methoden zurück, die er in erfolgreichen Consulting- und Trainingsprogrammen entwickelt hat und gibt eine fundierte Einführung in die Markenstrategie. Er stellt zwei erprobte Möglichkeiten vor, wie Sie den Wert Ihrer Marke ermitteln, ihn maximieren und ihn einsetzen, um Entwicklung, Vertrieb, Preisgestaltung und Marketing Ihrer Produkte und Dienstleistungen entscheidend zu verbessern. "Brand Asset Management" - ein praktischer Leitfaden, der Ihnen genau zeigt, wie Sie Ihr Vorhaben in die Praxis umsetzen. Mit einer Fülle umfassender Fallstudien und Arbeitsblättern.

Product Identifiers

Publisher
Wiley & Sons, Incorporated, John
ISBN-10
0787963941
ISBN-13
9780787963941
eBay Product ID (ePID)
2346210

Product Key Features

Number of Pages
288 Pages
Publication Name
Brand Asset Management : Driving Profitable Growth Through Your Brands
Language
English
Subject
Marketing / General, Consumer Guides, Organizational Behavior
Publication Year
2002
Type
Not Available
Author
Scott M. Davis
Subject Area
Business & Economics, Référence
Format
Trade Paperback

Dimensions

Item Height
0.9 in
Item Weight
12.5 Oz
Item Length
9.1 in
Item Width
6.1 in

Additional Product Features

Edition Number
2
LCCN
2002-009865
Reviews
"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 form the this book." -- David Aaker, E. T. Grether Professor of Marketing and Public Policy, Haas School of Business, University of California at Berkeley
Dewey Edition
21
Illustrated
Yes
Dewey Decimal
658.8/27
Intended Audience
Trade
Lc Classification Number
Hd69.B7d38 2002
Table of Content
Foreword--David A. Aaker Preface Acknowledgements Introduction: Overview of Brand Asset Management Phase One: Developing a Brand Vision 1. Step One: Elements of a Brand Vision Phase Two: Determining Your BrandPicture 2. Step Two: Determining Your Brand's Image 3. Step Three: Creating Your Brand's Contract 4. Step Four: Crafting a Brand-Based Customer Model Phase Three: Developing a Brand Asset Management Strategy 5. Step Five: Positioning Your Brand for Success 6. Step Six: Extending Your Brand 7. Step Seven: Communicating Your Brand's Positioning 8. Step Eight: Leveraging Your Brand to Maximize Channel Influence 9. Step Nine: Pricing Your Brand at a Premium Phase Four: Supporting a Brand Asset Management Culture 10. Step Ten: Measuring Your Return on Brand Investment (ROBI) 11. Step Eleven: Establishing a Brand-Based Culture About the Author Index

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