Brand Asset Management - (Jossey-Bass Business & Management) by Scott M Davis (Paperback)

Book Synopsis

Preis, Qualität, Verfügbarkeit und Service - dies alles sind Aspekte Ihres Unternehmens, die die Konkurrenz imitieren kann.

Ihre Marke jedoch ist einzigartig.

Dieses Buch zeigt Ihnen, wie Sie Ihre Marke vom Logo auf dem Briefkopf in die treibende Kraft verwandeln, die hinter Unternehmenswachstum, operativem Erfolg und langfristiger Rentabilität steht.

Autor Scott Davis ist ein erfahrener Brand Manager. Hier greift er auf seine bewährten Methoden zurück, die er in erfolgreichen Consulting- und Trainingsprogrammen entwickelt hat und gibt eine fundierte Einführung in die Markenstrategie.

Er stellt zwei erprobte Möglichkeiten vor, wie Sie den Wert Ihrer Marke ermitteln, ihn maximieren und ihn einsetzen, um Entwicklung, Vertrieb, Preisgestaltung und Marketing Ihrer Produkte und Dienstleistungen entscheidend zu verbessern.

"Brand Asset Management" - ein praktischer Leitfaden, der Ihnen genau zeigt, wie Sie Ihr Vorhaben in die Praxis umsetzen.

Mit einer Fülle umfassender Fallstudien und Arbeitsblättern.

From the Back Cover

THE PROCESS FOR GROWING YOUR COMPANY'S MOST VALUABLE ASSET

"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 from this book."
--David Aaker, E. T. Grether Professor of Marketing and Public Policy, Haas School of Business, University of California at Berkeley

About the Author

THE AUTHOR

SCOTT M. DAVIS is a managing partner at Prophet's Chicago office, where he focuses on bringing the principles of this book to life with his clients. His work experience includes twelve years at Kuczmarski & Associates, Inc., an innovation and branding consulting company, where he was the senior partner and founder of the Brand Asset Management practice area and architect of the Brand Asset Management approach that is outlined in this book. He speaks at a wide variety of top-tier branding and marketing conferences and at the Kellogg School of Management at Northwestern University, and is a regular contributing editor for Brandweek.