SM Davis
Brand Asset Management – Driving Profitable Growth Through Your Brands
Driving Profitable Growth Through Your Brands
Paperback Engels 2002 9780787963941Verwachte levertijd ongeveer 9 werkdagen
Samenvatting
"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
Specificaties
ISBN13:9780787963941
Taal:Engels
Bindwijze:paperback
Aantal pagina's:288
Uitgever:John Wiley & Sons
Hoofdrubriek:Strategisch management, Algemeen management
Lezersrecensies
Wees de eerste die een lezersrecensie schrijft!
Inhoudsopgave
Foreword––David A. Aaker
<p>Preface</p>
<p>Acknowledgements</p>
<p>Introduction: Overview of Brand Asset Management</p>
<p>Phase One: Developing a Brand Vision</p>
<p>1. Step One: Elements of a Brand Vision</p>
<p>Phase Two: Determining Your BrandPicture</p>
<p>2. Step Two: Determining Your Brand′s Image</p>
<p>3. Step Three: Creating Your Brand′s Contract</p>
<p>4. Step Four: Crafting a Brand–Based Customer Model</p>
<p>Phase Three: Developing a Brand Asset Management Strategy</p>
<p>5. Step Five: Positioning Your Brand for Success</p>
<p>6. Step Six: Extending Your Brand</p>
<p>7. Step Seven: Communicating Your Brand′s Positioning</p>
<p>8. Step Eight: Leveraging Your Brand to Maximize Channel Influence</p>
<p>9. Step Nine: Pricing Your Brand at a Premium</p>
<p>Phase Four: Supporting a Brand Asset Management Culture</p>
<p>10. Step Ten: Measuring Your Return on Brand Investment (ROBI)</p>
<p>11. Step Eleven: Establishing a Brand–Based Culture</p>
<p>About the Author</p>
<p>Index</p>
<p> </p>
<p> </p>
<p>Preface</p>
<p>Acknowledgements</p>
<p>Introduction: Overview of Brand Asset Management</p>
<p>Phase One: Developing a Brand Vision</p>
<p>1. Step One: Elements of a Brand Vision</p>
<p>Phase Two: Determining Your BrandPicture</p>
<p>2. Step Two: Determining Your Brand′s Image</p>
<p>3. Step Three: Creating Your Brand′s Contract</p>
<p>4. Step Four: Crafting a Brand–Based Customer Model</p>
<p>Phase Three: Developing a Brand Asset Management Strategy</p>
<p>5. Step Five: Positioning Your Brand for Success</p>
<p>6. Step Six: Extending Your Brand</p>
<p>7. Step Seven: Communicating Your Brand′s Positioning</p>
<p>8. Step Eight: Leveraging Your Brand to Maximize Channel Influence</p>
<p>9. Step Nine: Pricing Your Brand at a Premium</p>
<p>Phase Four: Supporting a Brand Asset Management Culture</p>
<p>10. Step Ten: Measuring Your Return on Brand Investment (ROBI)</p>
<p>11. Step Eleven: Establishing a Brand–Based Culture</p>
<p>About the Author</p>
<p>Index</p>
<p> </p>
<p> </p>
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