Brand asset management : driving profitable growth through your brands /
Davis, Scott M., 1964-
Brand asset management : driving profitable growth through your brands / Scott M. Davis. - First edition. - xvi, 265 pages : illustrations ; 24 cm. - The Jossey-Bass business & management series. . - Jossey-Bass business & management series .
Includes index.
Introduction: Overview of Brand Asset Management -- Phase One: Developing a Brand Vision -- Step One: Elements of a Brand Vision -- Phase Two: Determining Your Brand -- Picture -- Step Two: Determining Your Brand's Image -- Step Three: Creating Your Brand's Contract -- Step Four: Crafting a Brand-Based Customer Model -- Phase Three: Developing a Brand Asset Management Strategy -- Step Five: Positioning Your Brand for Success -- Step Six: Extending Your Brand -- Step Seven: Communicating Your Brand's Positioning -- Step Eight: Leveraging Your Brand to Maximize Channel Influence -- Step Nine: Pricing Your Brand at a Premium -- Phase Four: Supporting a Brand Asset Management Culture -- Step Ten: Measuring Your Return on Brand Investment (ROBI) -- Step Eleven: Establishing a Brand-Based Culture. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.
0787950777 9780787950774
00008013
Brand name products.
Product management.
Brand name products--United States
Product management--United States
HD69.B7 / D38 2000
658.827
Brand asset management : driving profitable growth through your brands / Scott M. Davis. - First edition. - xvi, 265 pages : illustrations ; 24 cm. - The Jossey-Bass business & management series. . - Jossey-Bass business & management series .
Includes index.
Introduction: Overview of Brand Asset Management -- Phase One: Developing a Brand Vision -- Step One: Elements of a Brand Vision -- Phase Two: Determining Your Brand -- Picture -- Step Two: Determining Your Brand's Image -- Step Three: Creating Your Brand's Contract -- Step Four: Crafting a Brand-Based Customer Model -- Phase Three: Developing a Brand Asset Management Strategy -- Step Five: Positioning Your Brand for Success -- Step Six: Extending Your Brand -- Step Seven: Communicating Your Brand's Positioning -- Step Eight: Leveraging Your Brand to Maximize Channel Influence -- Step Nine: Pricing Your Brand at a Premium -- Phase Four: Supporting a Brand Asset Management Culture -- Step Ten: Measuring Your Return on Brand Investment (ROBI) -- Step Eleven: Establishing a Brand-Based Culture. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11.
0787950777 9780787950774
00008013
Brand name products.
Product management.
Brand name products--United States
Product management--United States
HD69.B7 / D38 2000
658.827