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Book Review |
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Brand Asset Management: Driving
Profitable Growth Through Your Brands
By Scott M. Davis with foreward by David A. Aaker
Jossey Bass, 304 pp.
Is Tide better than Surf? Starbucks better than Caribou Coffee?
Maybe not. But a company's brand has the power to differentiate
its products and services form those of its competitors-even when
those products and services are exactly the same. And when seventy
percent of customers are willing to pay a premium for their brand
of choice, a strong brand is a company's most valuable asset.
Brand Asset Management shows a company's leaders how to estimate
the value of their own brand, manage it as a business asset, and
use that asset to drive their business strategy. Davis strategies
are based on his extensive consulting experience with hundreds of
organizations, from Fortune 10 companies to $10 million startups.
He walks readers through the eleven steps necessary to begin managing
their brand as the valuable asset it is, providing extensive case
studies that will help them jump-start the process.
Brand Asset Management - Executive
Book Summary (PDF) Free Download
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