Brand Asset Management: Driving Profitable Growth Through Your Brands

by Scott M. Davis

Book Overview

Preis, Qualität, Verfügbarkeit und Service - dies alles sind Aspekte Ihres Unternehmens, die die Konkurrenz imitieren kann.

Ihre Marke jedoch ist einzigartig.

Dieses Buch zeigt Ihnen, wie Sie Ihre Marke vom Logo auf dem Briefkopf in die treibende Kraft verwandeln, die hinter Unternehmenswachstum, operativem Erfolg und langfristiger Rentabilität steht.

Autor Scott Davis ist ein erfahrener Brand Manager. Hier greift er auf...

• Format: Paperback
• Language: English
• ISBN: 0787963941
• ISBN13: 9780787963941
• Release Date: September 2002
• Publisher: Jossey-Bass
• Length: 288 Pages
• Weight: 0.70 lbs.
• Dimensions: 0.8" x 6.0" x 9.0"

Customer Reviews

The ROI of Brand Management

According to Davis, "In a nutshell, this book is about helping companies better understand how to manage their brands as assets. But it's not about searching for the silver bullet -- the best name or logo, the coolest service or product, or anything on the Internet. This book is about a mindset shift. Obviously, a long-term commitment is required for this mindset shift to take hold and for the approach I describe in this book to work." He goes on to say, "This book provides a roadmap to start to achieve Brand Asset Management [BAM] excellence. It provides some new approaches and leverages successful approaches already established in many companies. And it demands that the brand be looked at holistically, encompassing every functional area within the organization." Davis organizes his excellent material as follows:Phase One: Developing a Brand VisionPhase Two: Determining Your BrandPicturePhase Three: Developing a Brand Asset Management StrategyPhase Four: Supporting a Brand Asset Management CultureDavis examines in detail eight of 11 "Steps", ranging from Elements of a Brand Vision to Establishing a Brand-Based Culture. Along the way, he includes countless examples to illustrate key points; also, practical suggestions based on a wealth of real-world experience. I agree with all of his key points which include* Loyalty drives repeat business.* Brand-based price premiums allow for higher margins.* Strong brands lend immediate credibility to new product introductions.* Strong brands allow for greater shareholder and stakeholder returns.* Strong brands embody a clear, valued, and sustainable point of differentiation relative to the competition.* Strong brands mandate clarity in internal focus and brand execution.* The more loyal the customer base and the stronger the brand, the more likely customers will be forgiving if a company makes a mistake.* Brand strength is a lever for attracting the best employees and keeping satisfied customers.* 70% of customers want to use a brand to guide their purchase decisions.HOW? Davis fully and eloquently answers that question, recommending in the final chapter four "tools" to inspire and then engage employees during the implementation of a BAM strategy: (1) Have them "relive" the preparations which the formulation of that strategy required; (2) make sure they understand the end results to be achieved; (3) make sure they understand which specific actions must be taken; and finally (4), provide and thoroughly explain the game plan for the implementation of the BAM strategy. Davis correctly views employee involvement as "the most important element of Brand Asset Management", suggesting that with such involvement "there is no telling the limit of BAM success." If any of this is relevant to your own organization's current and imminent needs, I urge you to read this book ASAP. Better yet, have all of the key people in your organization also read it, then meet (preferably off site) for 2-3 days to formulate your ow

A practitioner's guide to brand management

Davis' book is highly recommended for both students and pracitioners alike to gain insight on building a brand both internally and externally and then using that brand to help drive profitable growth. Unlike many books on branding, Davis does an excellent job moving beyond an academic point of view to give actionable guidelines on maximizing a brand's impact and establishing a brand-based culture. This book is a must read for anyone serious about building and managing brands in the new economy.

Accelerating Your Branding Efforts

If you are serious about brands you need to get this book-it's insightful, practical and a good read. This is hands-on guidance and advice that will accelerate your branding efforts. Scott lays it on the line not only with the how-to's but the lessons learned that he shares through the many examples in the book.

Brand Asset Management

What a great book. As an individual that is responsible for a portfolio of brands, I found this book incredibly helpful. It is not like the other brand books I have read and passed to my colleagues, this one is different. It actually tells you how to build and manage a brand. It is not a book of theories. I have purchased this for all of the people dealing with the day-to-day management of our brands. I can imagine that this book will soon be a textbook for graduate schools throughout the country. It's timely, relevant and most of all actionable.

The best in its category

I am a professional business book editor--not affiliated with the publisher. I had the opportunity to see an advance set of pages of this book. To sum up: I wish I had published it myself. Some books are good on theory or strategy but weak on implementation. Others are good on tactics but weak on overall conceptualization. This book is unusual because it delivers on both. And insofar as relevance is concerned, how many things are more important than your brand? Chapter 2 by itself is worth the price of the book. It gives you the tools for developing the overall big picture of your brand. But don't stop there. Every chapter gives sound advice on how manage your brand as an asset and practical guidance for putting all of your grand schemes into profitable action. Buy htis book.