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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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Book Details

ISBN: 9780787963941
ISBN-10: 0787963941
Format: Paperback / softback
(231mm x 166mm x 16mm)
Pages: 288
Imprint: Jossey-Bass Inc.,U.S.
Publisher: John Wiley & Sons Inc
Publish Date: 12-Sep-2002
Country of Publication: United States

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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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