Brand Asset Management: Driving Profitable Growth Through Your BrandsISBN: 978-0-7879-6394-1
Paperback
288 pages
September 2002, Jossey-Bass
This is a Print-on-Demand title. It will be printed specifically to fill your order. Please allow an additional 10-15 days delivery time. The book is not returnable.
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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