Description - Brand Asset Management by Scott M. Davis
"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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(231mm x 153mm x 21mm)
Publisher: John Wiley & Sons Inc
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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.