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"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
- Sales Rank: #717504 in eBooks
- Published on: 2007-12-10
- Released on: 2007-12-10
- Format: Kindle eBook
Review
"Scott Davis has put together a gem. Brand Asset Management is a practical handbook for managers looking to maximize the strength and value of their brands."--Amy Kelm, worldwide consumer brand manager, Hewlett-Packard
"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, J.L. Kellogg Graduate School of Management, Northwestern University
"Scott Davis' program provides the means to strategically manage your company's brand, its essence, for optimal results. Don't let your competitors see this book."--Peter A. Michel, president and CEO, Brink's Home Security
"Davis is a modern-day brand visionary. He proves the power of managinga brand as an asset. And teaches you how."--Barry Krause, president, Publicis & Hal Riney
"Scott Davis has written a comprehensive guide for businesses interested in fully unleashing the power of their brands. His insights, analysis, and advice provide a road map for brand success."--Don Fletcher, president, North America, Hallmark Cards, Inc.
"Scott provides not only a host of practical tips to create and manage brands but also provides guidance on creating an organizational culture and measurement system to support the brand-building effort. I guarantee that your brand will benefit from this book."--David Aaker, E. T. Grether Professor of Marketing and Public Policy, Haas School of Business, University of California at Berkeley
"Davis' approach to managing brands like assets should help scores of companies finally understand how to maximize the economic and strategic power their brands have?.a must-read for every executive who is serious about leveraging a company's brands to fuel future profitable growth."--Mike Albrecht, vice president and general manager, IBM North America
"There are very few marketing texts as focused as this one, and most readers will learn something useful from it." (Admap, March 2001)
Review
"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
"Davis sets forth a process that everyone, from the CEO to the marketing manager, can follow to position a company's brand in the most advantageous way and use it to drive development pricing, marketing, communication, and sales."
— Ft. Worth Morning Star-Telegram
"Scott Davis has put together a gem. Brand Asset Management is a practical handbook for managers looking to maximize the strength and value of their brands."
— Amy Kelm, worldwide consumer brand manager, Hewlett-Packard
"Scott Davis has written a comprehensive guide for businesses interested in fully unleashing the power of their brands. His insights, analysis, and advice provide a road map for brand success."
— Don Fletcher, president, North America, Hallmark Cards, Inc.
"Davis is a modern-day brand visionary. He proves the power of managing a brand as an asset. And teaches you how."
— Barry Krause, president, Publicis & Hal Riney, Chicago
"Scott provides not only a host of practical tips to create and manage brands but also guidance on creating an organizational culture and measurement system to support the brand-building effort. I guarantee that your brand will benefit form the this book."
— David Aaker, E. T. Grether Professor of Marketing and Public Policy, Haas School of Business, University of California at Berkeley
From the Inside Flap
Is Tide better than Surf? Starbucks better than Caribou Coffee? Maybe not. But a company's brand has the power to differentiate its products and services from those of its competitors--even when those products and services are exactly the same. And when seventy percent of customers are willing to pay a premium for their brand of choice, a strong brand is a company's most valuable asset. Coca-Cola's brand has been valued at $47 billion. When Rolls-Royce was sold, its brand went for $66 million. Over $40 million was paid for the PanAm brand. Brand Asset Management shows a company's leaders how to estimate the value of their own brand, manage it as a business asset, and use that asset to drive their business strategy. In order to unleash the power of their brand, managers have to stop thinking of it as just another marketing tactic. They need to see it as a vehicle for their company's growth, the key to their customers' loyalty, and a basis for their internal operations. Expert brand manager Scott Davis lays out a proven process that everyone from the CEO to the marketing manager can follow to position their company's brand in the most advantageous way possible and use it to drive development, pricing, marketing, communication, and sales.Davis' strategies are based on twelve years of consulting experience with hundreds of organizations, from Fortune 10 companies to $10-million startups. He walks readers through the eleven steps necessary to begin managing their brand as the valuable asset it is, providing extensive case studies that will help them jump-start the process.
Most helpful customer reviews
4 of 7 people found the following review helpful.
A new concept? You're kidding me!
By Antonio Vicente La Camera
I find it surprising the way that some business authors claim that they are creating a brand new concept on how to manage something - in this case the brand, using the "Brand Asset Management" concept - when in fact they are only repackaging old and traditional concepts - in this case, marketing and brand concepts - and giving them fancy names (BrandPicture, BrandContract, etc). Don't be surprised if you feel as if you're reading your old marketing or brand management textbook in a new paperback format. It is as if Kotler had rejuvenated himself and lost some weight.
There is absolutely nothing new on what the author proposes. From defining the "Brand Vision" to implementing it through communications, pricing, and channel strategy, the only positive someone can take out of this book is that it summarizes everything in 250 pages.
0 of 0 people found the following review helpful.
Great book. A must have!!!
By Enjoying Life
It is fukll of exmaples, processe and how to. It is a book I hold close. Refer to it oftem. Definite must have!!!!
8 of 8 people found the following review helpful.
The best in its category
By A Customer
I am a professional business book editor--not affiliated with the publisher. I had the opportunity to see an advance set of pages of this book. To sum up: I wish I had published it myself. Some books are good on theory or strategy but weak on implementation. Others are good on tactics but weak on overall conceptualization. This book is unusual because it delivers on both. And insofar as relevance is concerned, how many things are more important than your brand? Chapter 2 by itself is worth the price of the book. It gives you the tools for developing the overall big picture of your brand. But don't stop there. Every chapter gives sound advice on how manage your brand as an asset and practical guidance for putting all of your grand schemes into profitable action. Buy htis book.
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