Wiley.com
Print this page Share

Brand Asset Management: Driving Profitable Growth Through Your Brands

ISBN: 978-0-7879-6394-1
Paperback
288 pages
September 2002, Jossey-Bass
List Price: US $19.95
Government Price: US $10.17
Enter Quantity:   Buy
Brand Asset Management: Driving Profitable Growth Through Your Brands (0787963941) cover image
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.

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

 

 

Back to Top