Brand Asset Management

Scott M. Davis

ISBN 10: 0787963941 / ISBN 13: 9780787963941

Published by John Wiley and Sons Inc, US, 2002

About this Item

"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 and Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University.

Seller Inventory # LU-9780787963941

Bibliographic Details

• Title: Brand Asset Management
• Publisher: John Wiley and Sons Inc, US
• Publication Date: 2002
• Language: English
• ISBN 10: 0787963941
• ISBN 13: 9780787963941
• Binding: Paperback
• Condition: New
• Dimensions: 15.37W x 2.16H x 22.99D centimeters 15.37 centimeters width by 2.16 centimeters height by 22.99 centimeters depth
• Weight: 354 grams

About this title

Synopsis

"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

About the Author

THE AUTHOR

SCOTT M. DAVIS is a managing partner at Prophet's Chicago office, where he focuses on bringing the principles of this book to life with his clients. His work experience includes twelve years at Kuczmarski & Associates, Inc., an innovation and branding consulting company, where he was the senior partner and founder of the Brand Asset Management practice area and architect of the Brand Asset Management approach that is outlined in this book. He speaks at a wide variety of top-tier branding and marketing conferences and at the Kellogg School of Management at Northwestern University, and is a regular contributing editor for Brandweek.