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Brand asset management : driving profitable growth through your brands

Record Type:	Language materials, printed : monographic
Title Information:	driving profitable growth through your brands
Author:	DavisScott M.,
Alternative Intellectual Responsibility:	AakerDavid A.,
Place of Publication:	San Francisco
Published:	Jossey-Bass;
Year of Publication:	c2002
Edition:	2nd ed.
Description:	xvi, 265 p.ill. : 23 cm.;
Series:	The Jossey-Bass business & management series
Subject:	Brand name products. -
Subject:	Product management. -
Subject:	Brand name products - United States. -
Subject:	Product management - United States. -
Notes:	Series from CIP data.
ISBN:	0-7879-6394-1pbk.

Brand asset management : driving profitable growth through your brands
Davis, Scott M.

Brand asset management : driving profitable growth through your brands / Scott M. Davis ; foreword by David A. Aaker - 2nd ed.. - San Francisco : Jossey-Bass, c2002. - xvi, 265 p. ; ill. ; 23 cm.. - (The Jossey-Bass business & management series).
Series from CIP data.Includes index.Introduction. Does brand assetmanagement strategy matter? An overviewof brand asset management -- Developinga brand vision. Elements of a brandvision -- Determining your brandpicture.Determining your brand's image Creatingyour brand's contract. Crafting abrand-based customer model -- Developinga brand asset management strategy.Positioning your brand for success.Extending your brand. Communicating yourbrand's positioning Leveraging yourbrand to maximize channel influence.Pricing your brand at a premium --Suporting a brand asset managementculture. Measuring your return on brandinvestment (ROBI). Establishing abrand-based culture.
ISBN 0-7879-6394-1
Brand name products.Product management.Brand name products - United States.Product management - United States.

Aaker, David A.

Brand asset management : driving profitable growth through your brands
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200 0 $a Brand asset management $e driving profitable growth through your brands $f Scott M. Davis $g foreword by David A. Aaker
205 $a 2nd ed.
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215 1 $a xvi, 265 p. $c ill. $d 23 cm.
225 0 # $a The Jossey-Bass business & management series
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300 $a Includes index.
300 $a Introduction. Does brand assetmanagement strategy matter? An overviewof brand asset management -- Developinga brand vision. Elements of a brandvision -- Determining your brandpicture.Determining your brand's image Creatingyour brand's contract. Crafting abrand-based customer model -- Developinga brand asset management strategy.Positioning your brand for success.Extending your brand. Communicating yourbrand's positioning Leveraging yourbrand to maximize channel influence.Pricing your brand at a premium --Suporting a brand asset managementculture. Measuring your return on brandinvestment (ROBI). Establishing abrand-based culture
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606 # 1 $a Brand name products - United States. $3 99070
606 # 1 $a Product management - United States. $3 99071
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701 1 $a Aaker $b David A. $4 foreword $3 33360
801 0 $b 嶺東科技大學圖書館