TY  - BOOK
AU  - Davis,Scott M.
TI  - Brand asset management: driving profitable growth through your brands 
T2  - The Jossey-Bass business & management series
SN  - 0787950777
AV  - HD69.B7 D38 2000
U1  - 658.827 
PY  - 2000///]
CY  - San Francisco
PB  - Jossey-Bass
KW  - Brand name products
KW  - Product management
KW  - United States
N1  - 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
ER  -