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Title: Brand Asset Management : Driving Profitable Growth Through Your Brands by Scott M. Davis ISBN: 0-7879-6394-1 Publisher: Jossey-Bass Pub. Date: 20 September, 2002 Format: Paperback Volumes: 1 List Price(USD): $17.95 |
Average Customer Rating: 4.13 (15 reviews)
Rating: 5
Summary: A practitioner's guide to brand management
Comment: Davis' book is highly recommended for both students and pracitioners alike to gain insight on building a brand both internally and externally and then using that brand to help drive profitable growth. Unlike many books on branding, Davis does an excellent job moving beyond an academic point of view to give actionable guidelines on maximizing a brand's impact and establishing a brand-based culture. This book is a must read for anyone serious about building and managing brands in the new economy.
Rating: 5
Summary: Leading-Edge Brand Management Techniques
Comment: This book is a must read for any executive charged with brand strategy development and management. I enjoyed reading it and found it extremely useful. I especially appreciate that it provides both the strategic elements around managing brands as financial assets and useful frameworks for implementation tactics. Rather than simply a numbered aggregation of thoughts around brand or a random collection of cases, this book spells out a logical approach to building, executing, and leveraging brands.
Rating: 2
Summary: A new concept? You're kidding me!
Comment: 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.
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Title: Building Strong Brands by David A. Aaker ISBN: 002900151X Publisher: Free Press Pub. Date: December, 1995 List Price(USD): $28.00 |
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Title: Harvard Business Review on Brand Management (The Harvard Business Review Paperback Series) by Erich Joachimsthaler, David Kenny, Vijay Vishwanath, Mark Jonathan, David A. Aaker, John A. Quelch ISBN: 1578511445 Publisher: Harvard Business School Press Pub. Date: August, 1999 List Price(USD): $19.95 |
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Title: Managing Brand Equity by David A. Aaker ISBN: 0029001013 Publisher: Free Press Pub. Date: 09 September, 1991 List Price(USD): $35.00 |
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Title: Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth by Scott M. Davis, Michael Dunn, David A. Aaker ISBN: 0787962554 Publisher: Jossey-Bass Pub. Date: 17 September, 2002 List Price(USD): $29.95 |
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Title: The End of Marketing as We Know It by Sergio Zyman ISBN: 0887309836 Publisher: HarperBusiness Pub. Date: 07 November, 2000 List Price(USD): $15.95 |
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