Brand Asset Management: Driving Profitable Growth Through Your Brands
This books shows marketing managers how to value and manage their company’s brands as business assets – – and use those assets to drive their business strategy.
While price, quality, availability, and service can be easily imitated by competitors, successful brands endure as a unique and highly valuable way to attract loyal customers. Yet most companies have no clear understanding of how to create a brand, … [ Read more ]
Content: Book | Author: Scott M. Davis | Subject: Marketing / Sales