Brand Asset Management

Now in paperback, Brand Asset Management , written by 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.

"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

Foreword--David A. Aaker
Preface

Acknowledgements

Introduction: Overview of Brand Asset Management

Phase One: Developing a Brand Vision

1. Step One: Elements of a Brand Vision

Phase Two: Determining Your BrandPicture

2. Step Two: Determining Your Brand s Image

3. Step Three: Creating Your Brand s Contract

4. Step Four: Crafting a Brand-Based Customer Model

Phase Three: Developing a Brand Asset Management Strategy

5. Step Five: Positioning Your Brand for Success

6. Step Six: Extending Your Brand

7. Step Seven: Communicating Your Brand s Positioning

8. Step Eight: Leveraging Your Brand to Maximize Channel Influence

9. Step Nine: Pricing Your Brand at a Premium

Phase Four: Supporting a Brand Asset Management Culture

10. Step Ten: Measuring Your Return on Brand Investment (ROBI)

11. Step Eleven: Establishing a Brand-Based Culture

About the Author

Index