基本信息出版社：Jossey-Bass
页码：288 页
出版日期：2002年09月
ISBN：0787963941
条形码：9780787963941
装帧：平装
正文语种：英语
丛书名：The Jossey-Bass Business & Management Series
外文书名：商标资产管理: 通过你的商标推动盈利增长
内容简介 在线阅读本书
"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
作者简介 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.
编辑推荐 Review
"A must-read for every executive who is serious about leveraging a company's brands to fuel future profitable growth." -- Mike ALbrecht, vice president and general manager, IBM North America
"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
"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, J.L. Kellogg Graduate School of Management, Northwestern University
"Scott Davis' program provides the means to strategically manage your company's brand, its essence, for optimal results. Don't let your competitors see this book."—Peter A. Michel, president and CEO, Brink's Home Security
"Davis is a modern-day brand visionary. He proves the power of managinga brand as an asset. And teaches you how."—Barry Krause, president, Publicis & Hal Riney
"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.
"Scott provides not only a host of practical tips to create and manage brands but also provides 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
"Davis' approach to managing brands like assets should help scores of companies finally understand how to maximize the economic and strategic power their brands have?.a must-read for every executive who is serious about leveraging a company's brands to fuel future profitable growth."—Mike Albrecht, vice president and general manager, IBM North America
"There are very few marketing texts as focused as this one, and most readers will learn something useful from it." (Admap, March 2001)
"Scott Davis vividly illustrates different 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, J.L. Kellogg Graduate School of Management, Northwestern University
"Scott Davis' program provides the means to strategically manage your company's brand, for optimal results. Don't let your competitors see this book." -- Peter A. Michel, president and CEO, Brink's Home Security
"Scott provides not only a host of practical tips to manage brands but also a guidance on creating a culture and system to support the brand-building effort." -- David Aaker, E.T. Grether Professor of Marketing and Public Policy, Haas School of Business, University of California at Berkeley
"There are very few marketing texts as focused as this one, and most readers will learn something useful from it." -- Admap, March 2001
"There are very few marketing texts as focused as this one, and most readers will learn something useful from it." (Admap, March 2001)
"[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
A grounding in brand strategy, outlining how to assess the value of your brands and use that knowledge to determine how you develop, sell, price and market your products and services. There are extensive case examples and worksheets, and the author combines management and marketing with tactical and operational processes. (Kirkus UK) --This text refers to an out of print or unavailable edition of this title.
Review
"There are very few marketing texts as focused as this one, and most readers will learn something useful from it." (Admap, March 2001) --This text refers to an out of print or unavailable edition of this title.
Review
"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