Brand Asset Management
Driving Profitable Growth Through Your Brands
By (author) Scott M. Davis
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Brand Asset Management by Scott M. Davis
Book Description"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
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Book DetailsISBN: 9780787963941
(231mm x 153mm x 21mm)
Imprint: Jossey-Bass Inc.,U.S.
Publisher: John Wiley & Sons Inc
Publish Date: 18-Oct-2002
Country of Publication: United States
Books By Author Scott M. Davis
Shift, Hardback (June 2009)
Most senior marketers are marginalized in their current position as they are not using their insight and knowledge to drive organizational growth. The Shift promotes a re-wiring of the role and function of marketing within the company.
Building the Brand-driven Business, Hardback (October 2002)» View all books by Scott M. Davis
Helps companies recognize, appreciate and ultimately operationalize the mantra of "every time an employee gets to touch a customer or a customer gets to touch the brand", that company gets the opportunity to either reinforce their brand promise or totally denigrate it.
UK Kirkus Review » A grounding in brand strategy, outlining how to assess the value of your brands and use that knowledge to determine how you develop, sell, price and market your products and services. There are extensive case examples and worksheets, and the author combines management and marketing with tactical and operational processes. (Kirkus UK)
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Author Biography - Scott M. Davis
Scott M. Davis is a managing partner at Prophet s Chicago office, where he focuses on bringing the principles of this book to life with his clients. His work experience includes twelve years at Kuczmarski & Associates, Inc., an innovation and branding consulting company, where he was the senior partner and founder of the Brand Asset Management practice area and architect of the Brand Asset Management approach that is outlined in this book. He speaks at a wide variety of top tier branding and marketing conferences and at the Kellogg School of Management at Northwestern University, and is a regular contributing editor for Brandweek.
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