Brand asset management : driving profitable growth through your brands / Scott M. Davis.
Material type: TextSeries: Jossey-Bass business & management seriesPublisher: San Francisco : Jossey-Bass, [2000]Copyright date: ©2000Edition: First editionDescription: xvi, 265 pages : illustrations ; 24 cmContent type:- text
- unmediated
- volume
- 0787950777
- 9780787950774
- 658.827
- HD69.B7 D38 2000
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Book | City Campus City Campus Main Collection | 658.827 DAV (Browse shelf(Opens below)) | 1 | Available | A210557B | ||
Book | City Campus City Campus Main Collection | 658.827 DAV (Browse shelf(Opens below)) | 1 | Available | A210617B |
Includes index.
Introduction: Overview of Brand Asset Management -- Phase One: Developing a Brand Vision -- 1. Step One: Elements of a Brand Vision -- Phase Two: Determining Your Brand -- Picture -- 2. Step Two: Determining Your Brand's Image -- 3. Step Three: Creating Your Brand's Contract -- 4. Step Four: Crafting a Brand-Based Customer Model -- Phase Three: Developing a Brand Asset Management Strategy -- 5. Step Five: Positioning Your Brand for Success -- 6. Step Six: Extending Your Brand -- 7. Step Seven: Communicating Your Brand's Positioning -- 8. Step Eight: Leveraging Your Brand to Maximize Channel Influence -- 9. Step Nine: Pricing Your Brand at a Premium -- Phase Four: Supporting a Brand Asset Management Culture -- 10. Step Ten: Measuring Your Return on Brand Investment (ROBI) -- 11. Step Eleven: Establishing a Brand-Based Culture.
Machine converted from AACR2 source record.
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