Davis, Scott M.,  1964- <br/><br/>
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 .
<br/><br/> Includes index. 
<br/><br/> 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. 
<br/><br/><label>ISBN: </label>0787950777 9780787950774 
<br/><br/><label>LCCN: </label>00008013 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Brand name products.<br/>Product management.<br/>Brand name products--United States<br/>Product management--United States
<br/><br/><label>LC Class. No.: </label>HD69.B7  / D38 2000 
<br/><br/><label>Dewey Class. No.: </label>658.827