Brand Asset Management [Hardcover]

Scott M. Davis (Author)

Book Description

ISBN-10: 0787950777 | ISBN-13: 978-0787950774 | Publication Date: June 16, 2000

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.

Editorial Reviews

Review

"Scott Davis has put together a gem. Brand Asset Management is a practical handbook for managers looking to maximize the strength and value of their brands."--Amy Kelm, worldwide consumer brand manager, Hewlett-Packard

"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, J.L. Kellogg Graduate School of Management, Northwestern University

"Scott Davis' program provides the means to strategically manage your company's brand, its essence, for optimal results. Don't let your competitors see this book."--Peter A. Michel, president and CEO, Brink's Home Security

"Davis is a modern-day brand visionary. He proves the power of managinga brand as an asset. And teaches you how."--Barry Krause, president, Publicis & Hal Riney

"Scott Davis has written a comprehensive guide for businesses interested in fully unleashing the power of their brands. His insights, analysis, and advice provide a road map for brand success."--Don Fletcher, president, North America, Hallmark Cards, Inc.

"Scott provides not only a host of practical tips to create and manage brands but also provides guidance on creating an organizational culture and measurement system to support the brand-building effort. I guarantee that your brand will benefit from this book."--David Aaker, E. T. Grether Professor of Marketing and Public Policy, Haas School of Business, University of California at Berkeley

"Davis' approach to managing brands like assets should help scores of companies finally understand how to maximize the economic and strategic power their brands have?.a must-read for every executive who is serious about leveraging a company's brands to fuel future profitable growth."--Mike Albrecht, vice president and general manager, IBM North America

"There are very few marketing texts as focused as this one, and most readers will learn something useful from it." (Admap, March 2001)

Review

"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

"Davis sets forth a process that everyone, from the CEO to the marketing manager, can follow to position a company's brand in the most advantageous way and use it to drive development pricing, marketing, communication, and sales."
— Ft. Worth Morning Star-Telegram

"Scott Davis has put together a gem. Brand Asset Management is a practical handbook for managers looking to maximize the strength and value of their brands."
— Amy Kelm, worldwide consumer brand manager, Hewlett-Packard

"Scott Davis has written a comprehensive guide for businesses interested in fully unleashing the power of their brands. His insights, analysis, and advice provide a road map for brand success."
— Don Fletcher, president, North America, Hallmark Cards, Inc.

"Davis is a modern-day brand visionary. He proves the power of managing a brand as an asset. And teaches you how."
— Barry Krause, president, Publicis & Hal Riney, Chicago

"Scott provides not only a host of practical tips to create and manage brands but also guidance on creating an organizational culture and measurement system to support the brand-building effort. I guarantee that your brand will benefit form the this book."
— David Aaker, E. T. Grether Professor of Marketing and Public Policy, Haas School of Business, University of California at Berkeley

--This text refers to the Paperback edition.

See all Editorial Reviews

Product Details

• Hardcover: 300 pages
• Publisher: Jossey-Bass (June 16, 2000)
• Language: English
• ISBN-10: 0787950777
• ISBN-13: 978-0787950774
• Product Dimensions: 9.3 x 6.3 x 1 inches
• Shipping Weight: 1.1 pounds
• Average Customer Review: 4.1 out of 5 stars  See all reviews (16 customer reviews)
• Amazon Best Sellers Rank: #1,651,765 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

35 of 38 people found the following review helpful:

5.0 out of 5 stars The ROI of Brand Management, November 13, 2000

By 

Robert Morris (Dallas, Texas) - See all my reviews
(TOP 50 REVIEWER)    (HALL OF FAME REVIEWER)    (VINE VOICE)    (REAL NAME)   

This review is from: Brand Asset Management (Hardcover)

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 Vision

Phase Two: Determining Your BrandPicture

Phase Three: Developing a Brand Asset Management Strategy

Phase Four: Supporting a Brand Asset Management Culture

Davis 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 own "game plan." But it is imperative to keep in mind that everyone throughout the organization must become not only involved but indeed engaged. Otherwise, Davis suggests, "you might as well put your brand investment dollars in treasury bills."

8 of 8 people found the following review helpful:

5.0 out of 5 stars The best in its category, June 15, 2000

By A Customer

This review is from: Brand Asset Management (Hardcover)

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.

5 of 5 people found the following review helpful:

5.0 out of 5 stars Brand Asset Management, June 19, 2000

By 

Jeff (Chicago, IL) - See all my reviews

This review is from: Brand Asset Management (Hardcover)

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.