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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