Brand Asset Management

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.

• Foreword--David A. Aaker PrefaceAcknowledgementsIntroduction: Overview of Brand Asset ManagementPhase One: Developing a Brand Vision1. Step One: Elements of a Brand VisionPhase Two: Determining Your BrandPicture2. Step Two: Determining Your Brand's Image3. Step Three: Creating Your Brand's Contract4. Step Four: Crafting a Brand-Based Customer ModelPhase Three: Developing a Brand Asset Management Strategy5. Step Five: Positioning Your Brand for Success6. Step Six: Extending Your Brand7. Step Seven: Communicating Your Brand's Positioning8. Step Eight: Leveraging Your Brand to Maximize Channel Influence9. Step Nine: Pricing Your Brand at a PremiumPhase Four: Supporting a Brand Asset Management Culture10. Step Ten: Measuring Your Return on Brand Investment (ROBI)11. Step Eleven: Establishing a Brand-Based CultureAbout the AuthorIndex