Product Description
“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 … More >>
Brand Asset Management: Driving Profitable Growth Through Your Brands
Tags: Asset, Brand, brand asset management, Brands, Driving, driving profitable growth, Growth, international marketing, kellogg school of management, kotler, Management, northwestern university, poor job, product description, Profitable, s c johnson, school of management, Through
This is the best single book on branding I’ve read. It lays out a very practical program to manage the entire brand development and brand tracking process. Everything I need from A-Z is in this book. I will be using the step-by-step process charts to focus my product development team. And the examples of branding successes–and failures–are great!
Rating: 5 / 5
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.
Rating: 2 / 5
This is another “lead generation” piece for the branding agency (Prophet) but unlike some of David Aaker’s earlier books which are truly innovative and helpful, this one is a dead fish. Don’t waste your time.
Rating: 1 / 5
I found this book to have very practical tools and examples for building a stronger brand. The approach is easy to follow, seems well-researched, and the company-specific examples help bring it to life. I found the “how to” step-by-step suggestions to be especially helpful, without getting too bogged down in the details. The book also gives good examples of what not to do with your brand.
The section on Brand Metrics seems particularly new in the branding world — very specific and helpful. I would think that anyone who is trying to create a strong brand would benefit from this book.
Rating: 5 / 5
This book is more of the same rehashed, recycled, repurposed content from the authors. Much of this material is available in any basic marketing text. In fact, this book reads strikingly similar to just about any training manual on the basics of branding. If you’ve worked at any of the big agencies: McCann, JWT, Y&R, you learn the contents of this book on your first day in about a hour. All the cases cited in this book are stale and extremely weak. The “editorial reviews” listed above are shill quotes from clients who are cited as “cases” in the book.
Remember this before you buy: the author, and the firm for whom he works, use this book as nothing more than a lead-generation tool–it’s called “thought leadership”, a nebulous term used by company to propagate its own way of thinking. Save your money. Don’t become a victim of Prophet’s propoganda. Buy something with substance like Jean Noel Kapferer.
Rating: 1 / 5