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Brand Asset Management: Driving Profitable Growth Through Your Brands (Jossey Bass Business & Management Series) - Hardcover

Davis, Scott M.

 
9780787950774: Brand Asset Management: Driving Profitable Growth Through Your Brands (Jossey Bass Business & Management Series)
Hardcover
ISBN 10: 0787950777 ISBN 13: 9780787950774
Publisher: Jossey Bass, 2000

Synopsis

Price, quality, availability, and service-these are all aspects of your business that your competitors can imitate. But your brand is unique. In this book, an experienced brand manager shows you how to turn your brand from the logo on your letterhead into the driving force behind your company's growth, operational success, and long-term profitability. Drawing from methods developed in his highly successful consulting and training programs, Scott Davis provides a thorough grounding in brand strategy. He presents tested ways to assess the value of your brand, maximize its potential, and use it to better develop, sell, price, and market your products and services. His hands-on guide also includes extensive case studies and worksheets to help your company capitalize on the most under-leveraged-and the most powerful-asset it owns.

"synopsis" may belong to another edition of this title.

About the Author

SCOTT DAVIS is a Managing Partner at Prophet Brand Strategy's Chicago office where he focuses on bringing the principles of this book to life with his clients. His previous work experience includes 12 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. Mr. Davis also worked at the Procter & Gamble Company, where he focused on a number of top global brands.Mr. Davis speaks at a wide variety of top-tier branding and marketing conferences and seminars, both nationally and internationally, is an Adjunct Professor at the J. L. Kellogg Graduate School of Management at Northwestern University, and is a regular guest editorial writer for Brandweek.

From the Back Cover

Is Tide better than Surf? Starbucks better than Caribou Coffee? Maybe not.
But a company's brand has the power to differentiate its products and services from those of its competitors--even when those products and services are exactly the same. And when seventy percent of customers are willing to pay a premium for their brand of choice, a strong brand is a company's most valuable asset.
Coca-Cola's brand has been valued at $47 billion. When Rolls-Royce was sold, its brand went for $66 million. Over $40 million was paid for the PanAm brand. Brand Asset Management shows a company's leaders how to estimate the value of their own brand, manage it as a business asset, and use that asset to drive their business strategy.
In order to unleash the power of their brand, managers have to stop thinking of it as just another marketing tactic. They need to see it as a vehicle for their company's growth, the key to their customers' loyalty, and a basis for their internal operations. Expert brand manager Scott Davis lays out a proven process that everyone from the CEO to the marketing manager can follow to position their company's brand in the most advantageous way possible and use it to drive development, pricing, marketing, communication, and sales.
Davis' strategies are based on twelve years of consulting experience with hundreds of organizations, from Fortune 10 companies to $10-million startups. He walks readers through the eleven steps necessary to begin managing their brand as the valuable asset it is, providing extensive case studies that will help them jump-start the process.

From the Inside Flap

Is Tide better than Surf? Starbucks better than Caribou Coffee? Maybe not. But a company's brand has the power to differentiate its products and services from those of its competitors--even when those products and services are exactly the same. And when seventy percent of customers are willing to pay a premium for their brand of choice, a strong brand is a company's most valuable asset. Coca-Cola's brand has been valued at $47 billion. When Rolls-Royce was sold, its brand went for $66 million. Over $40 million was paid for the PanAm brand. Brand Asset Management shows a company's leaders how to estimate the value of their own brand, manage it as a business asset, and use that asset to drive their business strategy. In order to unleash the power of their brand, managers have to stop thinking of it as just another marketing tactic. They need to see it as a vehicle for their company's growth, the key to their customers' loyalty, and a basis for their internal operations. Expert brand manager Scott Davis lays out a proven process that everyone from the CEO to the marketing manager can follow to position their company's brand in the most advantageous way possible and use it to drive development, pricing, marketing, communication, and sales.Davis' strategies are based on twelve years of consulting experience with hundreds of organizations, from Fortune 10 companies to $10-million startups. He walks readers through the eleven steps necessary to begin managing their brand as the valuable asset it is, providing extensive case studies that will help them jump-start the process.

"About this title" may belong to another edition of this title.

Publisher
Jossey Bass
Publication date
2000
Language
English
ISBN 10 
0787950777
ISBN 13 
9780787950774
Binding
Hardcover
Number of pages
288