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, let alone how to value and manage brands as the valuable assets they are. In Brand Asset Management, Scott Davis shows how brands are the vehicles for company growth and the basis for how a company operates, from allocating resources to setting strategy.
Drawing from the methods and research of his own highly successful consulting training program, Davis combines management and marketing as well as tactical/operational processes to provide managers with a thorough grounding in brand strategy. He presents companies with tested ways to assess the value of their brands and use that knowledge to determine how they develop, sell, price, and market their products or services. This hands-on guide also includes extensive case examples and a wealth of worksheets developed by the author for his training program to help managers through the planning process.
Click to Add the First »