Brand asset management : driving profitable growth through your brands / Scott M. Davis ; foreword by David A. Aaker.
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| Main Author: | |
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| Format: | Book |
| Language: | English |
| Published: |
San Francisco :
Jossey-Bass,
[2002]
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| Edition: | First [i.e. second] edition. |
| Series: | Jossey-Bass business & management series.
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| Subjects: |
Table of Contents:
- Introduction. Does brand asset management strategy matter? An overview of brand asset management
- Developing a brand vision. Elements of a brand vision
- Determining your brandpicture. Determining your brand's image. Creating your brand's contract. Crafting a brand-based customer model
- Developing a brand asset management strategy. Positioning your brand for success. Extending your brand. Communicating your brand's positioning. Leveraging your brand to maximize channel influence. Pricing your brand at a premium
- Suporting a brand asset management culture. Measuring your return on brand investment (ROBI). Establishing a brand-based culture.