John Wiley & Sons Brand Asset Management Cover Now in paperback, this book written by an experienced brand manager shows you how to turn your brand.. Product #: 978-0-7879-6394-1 Regular price: $18.60 $18.60 Auf Lager

Brand Asset Management

Driving Profitable Growth Through Your Brands

Davis, Scott M.

Cover

1. Auflage Oktober 2002
288 Seiten, Softcover
Wiley & Sons Ltd

ISBN: 978-0-7879-6394-1
John Wiley & Sons

Kurzbeschreibung

Now in paperback, this book 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. Drawing from methods developed in his highly successful consulting and training programs, author Scott Davis provides a thorough grounding in brand strategy.

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"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

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.

S. M. Davis, Prophet Brand Strategy