Brand Asset Management: Driving Profitable Growth Through Your Brands Tapa blanda - 2002 - 1st Edición

Primera línea

Brands are among a company's most valuable assets, and smart companies today realize that capitalizing on their brands is important.

Descripción de contraportada

THE PROCESS FOR GROWING YOUR COMPANY'S MOST VALUABLE ASSET

"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 from this book."
--David Aaker, E. T. Grether Professor of Marketing and Public Policy, Haas School of Business, University of California at Berkeley