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