Brand Asset Management: Driving Profitable Growth Through Your Brands

ANNOTATION

...how to value and manage their company's brands as business assets ￯﾿ﾽ and use those assets to drive their business strategy...

FROM THE PUBLISHER

Price, quality, availability, and service--these are all aspects of your business that your competitors can imitate. But your brand is unique. In this book, 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, Scott Davis provides a thorough grounding in brand strategy. He presents tested ways to assess the value of your brand, maximize its potential, and use it to better develop, sell, price, and market your products and services. His hands-on guide also includes extensive case studies and worksheets to help your company capitalize on the most under-leveraged--and the most powerful--asset it owns.

SYNOPSIS

This books shows marketing managers how to value and manage their company's brands as business assets – – and use those assets to drive their business strategy.

While price, quality, availability, and service can be easily imitated by competitors, successful brands endure as a unique and highly valuable way to attract loyal customers. Yet most companies have no clear understanding of how to create a brand, let alone how to value and manage brands as the valuable assets they are. In Brand Asset Management, Scott Davis shows how brands are the vehicles for company growth and the basis for how a company operates, from allocating resources to setting strategy.

Drawing from the methods and research of his own highly successful consulting training program, Davis combines management and marketing as well as tactical/operational processes to provide managers with a thorough grounding in brand strategy. He presents companies with tested ways to assess the value of their brands and use that knowledge to determine how they develop, sell, price, and market their products or services. This hands-on guide also includes extensive case examples and a wealth of worksheets developed by the author for his training program to help managers through the planning process.

ABOUT THE AUTHOR: Scott M. Davis is a Managing Partner at Prophet Brand Strategy's Chicago office where he focuses on bringing the principles of this book to life with his clients. His previous work experience includes 12 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. Mr. Davis also worked at the Procter and Gamble Company, where he focused on a number of top global brands. Mr. Davis speaks at a wide variety of top-tier branding and marketing conferences and seminars, both nationally and internationally, is an Adjunct Professor at the J. L. Kellogg Graduate School of Management at Northwestern University, and is a regular guest editorial writer for Brandweek.

FROM THE CRITICS

Barry Krause

Davis is a modern-day brand visionary. He proves the power of managing a brand as an asset. And teaches you how.

Don Fletcher

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.

Mike Albrecht

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.

David Aaker

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.

Phil Kotler

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. 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. Read all 8 "From The Critics" >

WHAT PEOPLE ARE SAYING

Barry Krause, president, Publicis & Hal Riney, Chicago:

Davis is a modern-day brand visionary. He proves the power of managing a brand as an asset. And teaches you how. — Barry Krause

Don Fletcher, president, North America, Hallmark Cards, Inc.:

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

Mike Albrecht, vice president and general manager, IBM North America:

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￯﾿ﾽA must-read for every executive who is serious about leveraging a company's brands to fuel future profitable growth. — Mike Albrecht

David Aaker, E.T. Grether Professor of Marketing and Public Policy, Haas School of Business, University of California at Berkeley/b>:

Scott provides not only a host of practical tips to create and manage brands but also a guidance on creating an organizational culture and measurement system to support the brand building effort. I guarantee that your brand will benefit form this book. — David Aaker

Amy Klem, worldwide consumer brand manager, Hewlett-Packard:

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 Klem

Phil Kotler, S.C. Johnson & Son Distinguished Professor of International Marketing, J.L. Kellogg Graduate School of Management, Northwestern University:

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 Kotle

Peter A. Michel, president and CEO, Brink's Home Security:

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.

AUTHOR DESCRIPTION

Scott M. Davis is a Managing Partner at Prophet Brand Strategy's Chicago office where he focuses on bringing the principles of this book to life with his clients. His previous work experience includes 12 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. Mr. Davis also worked at the Procter and Gamble Company, where he focused on a number of top global brands.