Brand Asset Management
Driving Profitable Growth
Through Your Brands
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 from 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.
Coca-Cola's brand has been
valued at $47 billion. When Rolls-Royce was sold, its brand went for $66 million. Over $40
million was paid for the PanAm brand. 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.
In order to unleash the
power of their brand, managers have to stop thinking of it as just another marketing
tactic. They need to see it as a vehicle for their company's growth, the key to their
customers' loyalty, and a basis for their internal operations. Brand expert Scott Davis
lays out a proven process that everyone, from the CEO to the marketing manager, can follow
to position their company's brand in the most advantageous way possible and use it to
drive development, pricing, marketing, communication, and sales.
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.
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.
THE AUTHOR
SCOTT M. DAVIS is managing
director at the Chicago office of Prophet Brand Strategy, and a former marketing and
distribution manager at Procter & Gamble. He is an adjunct professor at
North-western's Kellogg Graduate School of Management, a contributing editor to Brandweek,
and an editorial board member of The Journal of Consumer Marketing. His work has been
featured in such publications as the Wall Street Journal, Fortune, and USA Today.
288 pages