Brand Asset Management PDF Download

Author: Davis
Publisher: Jossey-Bass
ISBN: 9780787967529
Category :
Languages : en
Pages :

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Author: Scott M. Davis
Publisher: Jossey-Bass
ISBN: 9780787950774
Category : Business & Economics
Languages : en
Pages : 0

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Book Description
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.

Author: David A. Aaker
Publisher: Simon and Schuster
ISBN: 1439188386
Category : Business & Economics
Languages : en
Pages : 336

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Book Description
The most important assets of any business are intangible: its company name, brands, symbols, and slogans, and their underlying associations, perceived quality, name awareness, customer base, and proprietary resources such as patents, trademarks, and channel relationships. These assets, which comprise brand equity, are a primary source of competitive advantage and future earnings, contends David Aaker, a national authority on branding. Yet, research shows that managers cannot identify with confidence their brand associations, levels of consumer awareness, or degree of customer loyalty. Moreover in the last decade, managers desperate for short-term financial results have often unwittingly damaged their brands through price promotions and unwise brand extensions, causing irreversible deterioration of the value of the brand name. Although several companies, such as Canada Dry and Colgate-Palmolive, have recently created an equity management position to be guardian of the value of brand names, far too few managers, Aaker concludes, really understand the concept of brand equity and how it must be implemented. In a fascinating and insightful examination of the phenomenon of brand equity, Aaker provides a clear and well-defined structure of the relationship between a brand and its symbol and slogan, as well as each of the five underlying assets, which will clarify for managers exactly how brand equity does contribute value. The author opens each chapter with a historical analysis of either the success or failure of a particular company's attempt at building brand equity: the fascinating Ivory soap story; the transformation of Datsun to Nissan; the decline of Schlitz beer; the making of the Ford Taurus; and others. Finally, citing examples from many other companies, Aaker shows how to avoid the temptation to place short-term performance before the health of the brand and, instead, to manage brands strategically by creating, developing, and exploiting each of the five assets in turn

Author: Theresa Regli
Publisher: Rosenfeld Media
ISBN: 1933820128
Category : Computers
Languages : en
Pages : 241

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Book Description
The digital world is transitioning from text to media: photos, audio files, video clips, animations, games, and more. Enterprises of all kinds struggle with how to manage those media assets. Digital professionals who want to master the life cycles behind creating, storing, and reusing media need the inside scoop on how digital and media asset management technology really works.

Author: Jean-Noël Kapferer
Publisher: Simon and Schuster
ISBN: 0029170451
Category : Business & Economics
Languages : en
Pages : 360

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"The art of building sales is, to a large extent, the art of building brands. After reading Kapferer's book, you'll never again think of a brand as just a name. Several exciting new ideas and perspectives on brand building are offered that have been absent from our literature".--Philip Kotler".An invaluable reference for designers, marketing managers and brand managers alike".--Design magazine.

Author: Jenni Romaniuk
Publisher:
ISBN: 9780190311506
Category :
Languages : en
Pages : 248

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Book Description
This book is for anyone with a brand.It is a book about future-proofing your brand's identity. It will help you set up a long-term strategy to build Distinctive Assets, and tell you what you need to do to protect them.Do you want to get better at branding?You'll learn which strategies and actions work, as well as which ones don't, to help you take advantage of opportunities and avoid minefields.Building Distinctive Brand Assets is for anyone with a brand logo, font or colour scheme, and is essential reading for those who have wondered if (or have been told) it's time for a change. Readers will learn how to set up a long-term strategy to build a strong brand identity, and how to make use of knowledge, metrics and management systems in order to build and protect a brand's Distinctive Assets.Building Distinctive Brand Assets is divided into three sections that capture the processes involved in brand asset creation, implementation and ongoing management. The first section is focuses on strategy, and covers how Distinctive Assets are created and their role in a broader brand equity building. The second section covers measurement approaches, and how to use and interpret key metrics. The third section delves into the strengths and weaknesses of different types of assets and introduces the idea of a Distinctive Asset palette. This section also outlines how to set up a Distinctive Asset management system to provide an early warning system to identify potential threats before they evolve into major issues.

Author: Gerardus Blokdyk
Publisher: 5starcooks
ISBN: 9781867332985
Category :
Languages : en
Pages : 308

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How do you manage scope? What are the expected Brand asset management results? Will your goals reflect your program budget? How do you measure the operational performance of your key work systems and processes, including productivity, cycle time, and other appropriate measures of process effectiveness, efficiency, and innovation? Will Brand asset management have an impact on current business continuity, disaster recovery processes and/or infrastructure? This instant Brand Asset Management self-assessment will make you the dependable Brand Asset Management domain adviser by revealing just what you need to know to be fluent and ready for any Brand Asset Management challenge. How do I reduce the effort in the Brand Asset Management work to be done to get problems solved? How can I ensure that plans of action include every Brand Asset Management task and that every Brand Asset Management outcome is in place? How will I save time investigating strategic and tactical options and ensuring Brand Asset Management costs are low? How can I deliver tailored Brand Asset Management advice instantly with structured going-forward plans? There's no better guide through these mind-expanding questions than acclaimed best-selling author Gerard Blokdyk. Blokdyk ensures all Brand Asset Management essentials are covered, from every angle: the Brand Asset Management self-assessment shows succinctly and clearly that what needs to be clarified to organize the required activities and processes so that Brand Asset Management outcomes are achieved. Contains extensive criteria grounded in past and current successful projects and activities by experienced Brand Asset Management practitioners. Their mastery, combined with the easy elegance of the self-assessment, provides its superior value to you in knowing how to ensure the outcome of any efforts in Brand Asset Management are maximized with professional results. Your purchase includes access details to the Brand Asset Management self-assessment dashboard download which gives you your dynamically prioritized projects-ready tool and shows you exactly what to do next. Your exclusive instant access details can be found in your book. You will receive the following contents with New and Updated specific criteria: - The latest quick edition of the book in PDF - The latest complete edition of the book in PDF, which criteria correspond to the criteria in... - The Self-Assessment Excel Dashboard - Example pre-filled Self-Assessment Excel Dashboard to get familiar with results generation - In-depth and specific Brand Asset Management Checklists - Project management checklists and templates to assist with implementation INCLUDES LIFETIME SELF ASSESSMENT UPDATES Every self assessment comes with Lifetime Updates and Lifetime Free Updated Books. Lifetime Updates is an industry-first feature which allows you to receive verified self assessment updates, ensuring you always have the most accurate information at your fingertips.

Author: David Kincaid
Publisher: University of Toronto Press
ISBN: 1442621656
Category : Business & Economics
Languages : en
Pages : 252

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Book Description
The Brand-Driven CEO demonstrates how senior leadership can use their brand to align and guide the behaviors, decisions, and operations of their entire organization in order to drive value. David Kincaid delivers practical assessments and game plans for senior executives and managers across functional areas, clarifying the confusion between brand and marketing management. He introduces the "New 4Ps" of brand management: People, Process, Intellectual Property, and Partnerships. This paradigm shift equips business leaders with a new approach to managing growth, profitability, risk, and sustainable value. Using real-life, current case studies from today’s fastest growing and most valuable brands – including Starbucks, Apple, and BMW – this book reveals the critical importance of managing big businesses as integrated business systems. The Brand-Driven CEO includes criteria to conduct your own brand self-assessment and a stepby-step roadmap that can be applied to help transform your brand and its management.

Author:
Publisher:
ISBN:
Category : Brand name products
Languages : en
Pages :

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Author: Alice M. Tybout
Publisher: John Wiley & Sons
ISBN: 111804603X
Category : Business & Economics
Languages : en
Pages : 413

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The Foreword by renowned marketing guru Philip Kotler sets the stage for a comprehensive review of the latest strategies for building, leveraging, and rejuvenating brands. Destined to become a marketing classic, Kellogg on Branding includes chapters written by respected Kellogg marketing professors and managers of successful companies. It includes: The latest thinking on key branding concepts, including brand positioning and design Strategies for launching new brands, leveraging existing brands, and managing a brand portfolio Techniques for building a brand-centered organization Insights from senior managers who have fought branding battles and won This is the first book on branding from the faculty of the Kellogg School, the respected resource for dynamic marketing information for today's ever-changing and challenging environment. Kellogg is the brand that executives and marketing managers trust for definitive information on proven approaches for solving marketing dilemmas and seizing marketing opportunities.