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Brand Asset Management: Driving Profitable Growth Through Your Brands (Управление активами торговой марки: управление ростом с помощью брендов)

Опубликовано на портале: 30-10-2003
Изд-во: Jossey-Bass, 2000
Тематический раздел:
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.

Цена, качество, доступность и услуги – это все аспекты Вашего бизнеса, которые могут быть сымитированы конкурентами, однако Ваш бренд уникален. В своей книге автор показывает, как превратить Ваш бренд из логотипа в движущую силу роста Вашей компании, ее операционного успеха и получения долгосрочной прибыли. Скотт Дэвис представляет проверенные способы оценки ценности бренда, максимизации его потенциала и использования бренда для более успешного развития и продажи Ваших товаров и услуг.

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, J.L. Kellogg Graduate School of Management, Northwestern University

As all readers do, This book is more than a story about what Brand strategy is. It's really practical than ever published books about Brand including, David A. Aaker's the 'Brand Leadership' and 'Building strong Brand' But what I need from this book is more globalized ideas which can be applicated to developing countries

Giru Jang, Republic of Korea 15-Nov-2001
Introduction: Does Brand Asset Management Strategy Matter?
An Overview of Brand Asset Management.
DEVELOPING A BRAND VISION.
DETERMINING YOUR BRAND PICTURE.
DEVELOPING A BRAND ASSET MANAGEMENT STRATEGY.
SUPPORTING A BRAND ASSET MANAGEMENT CULTURE.