Brand Asset Management Driving Profitable Growth Through Your Brands

• Main Author: Davis, Scott M. (Author)
• Format: Book
• Language: English
• Published: San Francisco, California Jossey-Bass 2000
• Edition: First Edition
• Series: The Jossey-Bass Business & Management series
• Subjects: Product management > United States; Brand name products > United States; Brand name products; Product management
• Online Access: Click Here to View Status and Holdings.
• Item Description: Includes index
• Physical Description: xvi, 265 pages illustrations 24 cm
• ISBN: 0787950777

Price, quality, availability, and service--these are all aspects of your business that your competitors can imitate. But your brand is unique. In this book, an experienced brand manager shows you how to turn your brand from the logo on your letterhead into the driving force behind your company's growth, operational success, and long-term profitability. Drawing from methods developed in his highly successful consulting and training programs, Scott Davis provides a thorough grounding in brand strategy. He presents tested ways to assess the value of your brand, maximize its potential, and use it to better develop, sell, price, and market your products and services. His hands-on guide also includes extensive case studies and worksheets to help your company capitalize on the most under-leveraged--and the most powerful--asset it owns.