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Brand asset management : driving profitable growth through your brands / Scott M. Davis.

By: Material type: TextTextSeries: Jossey-Bass business & management seriesPublisher: San Francisco : Jossey-Bass, [2000]Copyright date: ©2000Edition: First editionDescription: xvi, 265 pages : illustrations ; 24 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0787950777
  • 9780787950774
Subject(s): DDC classification:
  • 658.827
LOC classification:
  • HD69.B7 D38 2000
Contents:
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.
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Holdings
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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