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Brand Asset Management

Brand Asset Management - 00 edition

ISBN13: 978-0787963941

Cover of Brand Asset Management 00 (ISBN 978-0787963941)
ISBN13: 978-0787963941
ISBN10: 0787963941

Cover type: Print On Demand
Edition: 00
Copyright: 2000
Publisher: Jossey-Bass, Inc.
Published: 2000
International: No

List price: $19.95

Brand Asset Management - 00 edition

ISBN13: 978-0787963941

Scott M. Davis and David A. Aaker

ISBN13: 978-0787963941
ISBN10: 0787963941

Cover type: Print On Demand
Edition: 00
Copyright: 2000
Publisher: Jossey-Bass, Inc.
Published: 2000
International: No
Summary
''Most companies do a poor job of managing their brands. Scott Davis vividly illustrates well-managed and poorly managed brand programs and provides the best methodology I have seen for improving your brand asset management.''
— Phil Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University

Table of Contents

Foreword--David A. Aaker

Preface

Acknowledgements

Introduction: Overview of Brand Asset Management

Phase One: Developing a Brand Vision

1. Step One: Elements of a Brand Vision

Phase Two: Determining Your BrandPicture

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

About the Author

Index