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.
“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
“Davis sets forth a process that everyone, from the CEO to the marketing manager, can follow to position a company’s brand in the most advantageous way and use it to drive development pricing, marketing, communication, and sales.” – Ft. Worth Morning Star-Telegram
“Scott Davis has put together a gem. Brand Asset Management is a practical handbook for managers looking to maximize the strength and value of their brands.” – Amy Kelm, worldwide consumer brand manager, Hewlett-Packard
About the Author
Scott M. Davis is a managing partner at the Chicago office of Prophet, and a former marketing and distribution manager at Procter and Gamble. He is an adjunct professor at Northwestern University’s Kellogg School of Management, a contributing editor to Brandweek and an editorial board member of the Journal of Consumer Marketing. His work has been featured in such publications as the Wall Street Journal, Fortune and USA Today. Davis is the author of Brand Asset Management (Jossey-Bass).
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