Books : Brand Asset Management: Driving Profitable Growth Through Your Brands (The Jossey-Bass Business & Management Series)
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Type of bind: Paperback
Dewey Decimal Number: 658.827
EAN num: 9780787963941
ISBN number: 0787963941
Label: Jossey-Bass
Manufacturer: Jossey-Bass
Quantity: 1
Page Count: 288
Printing Date: September 26, 2002
Publishing house: Jossey-Bass
Sale Popularity Level: 167887
Studio: Jossey-Bass
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Editor's Notes and Comments:
Product Description:
'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 Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University
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Rated by buyers 
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Utilizing an 11-step, four phase process, and the author demonstrates how to leverage a company's brands into a valuable asset. Allowing a company to charge a premium for their brands and still maintain market leadership is the goal of the author's process to helping companies capitalize on their brands.
Phase 1: Developing a Brand Vision. A good Brand Vision integrates the company's strategic and financial growth goals with the role brands should play and the direction the role of the brands in achieving these goals should be.
Phase 2: Determining Your BrandPicture. A brandpicture is defined by the authors as "a snapshot of your brand today, as seen by the customer." This allows the company not only to see itself through the customer's eyes, but also understand what the brand stands for and why customers choose this brand. It also helps companies to understand what customers expect from the brand, as well as understand additional needs or wants the customers may have.
Phase 3: Developing a Brand Asset Management Strategy. Positioning the brand for sucess and extending the brand are critical to fueling growth. Understanding who the competitors are and studying the benefits, strengths and weaknesses off all the competition are critical to having a successful brand asset management strategy.
Phase 4: Supporting a Brand asset management Culture. The final phase ensures that company's culture rallies around the brand as an asset and ensures that the strategies of top management are being implemented. This phase also involves calculating a return on brand investment (ROBI).
Rated by buyers 
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I find it surprising the way that some business authors claim that they are creating a brand new concept on how to manage something - in this case the brand, using the "Brand Asset Management" concept - when in fact they are only repackaging old and traditional concepts - in this case, marketing and brand concepts - and giving them fancy names (BrandPicture, BrandContract, etc). Don't be surprised if you feel as if you're reading your old marketing or brand management textbook in a new paperback format. It is as if Kotler had rejuvenated himself and lost some weight.
There is absolutely nothing new on what the author proposes. From defining the "Brand Vision" to implementing it through communications, pricing, and channel strategy, the only positive someone can take out of this book is that it summarizes everything in 250 pages.
Rated by buyers -
This book is a comprehensive and holistic approach to brand mgmt. The author presents an expanded view of the meaning and role of brands and gives a new dimension, deeper than the single, limited conceptualization of a brand as a product. The role of the organizational associations, of the culture values and the emotional imput is very well integrated to understand the multidimensional meaning of a brand. Another excellent brand book I realy like is 60-Minute Brand Strategist by Idris Mootee. This book is a very interesting read with lots of diagram and quotes, although not written in a traditional how-to book style. The insights presented to understand brand and company valuations are very well explained.
Rated by buyers 
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This book is more of the same rehashed, recycled, repurposed content from the authors. Much of this material is available in any basic marketing text. In fact, this book reads strikingly similar to just about any training manual on the basics of branding. If you've worked at any of the big agencies: McCann, JWT, Y&R, you learn the contents of this book on your very first day in about a hour. All the cases cited in this book are stale and extremely weak. The "editorial reviews" listed above are shill quotes from clients who are cited as "cases" in the book.
Remember this before you buy: the author, and the firm for whom he works, use this book as nothing more than a lead-generation tool--it's called "thought leadership", a nebulous term used by company to propagate its own way of thinking. Save your money. Don't become a victim of Prophet's propoganda. Buy something with substance like Jean Noel Kapferer.
Rated by buyers -
This is another "lead generation" piece for the branding agency (Prophet) but unlike some of David Aaker's earlier books which are truly innovative and helpful, this one is a dead fish. Don't waste your time.
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