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Brand asset management :driving profitable growth through your brands /

レコード種別:	言語・文字資料 (印刷物) : 単行資料
タイトル / 著者:	Brand asset management :/ Scott M. Davis ; foreword by David A. Aaker.
その他のタイトル:	driving profitable growth through your brands /
著者:	Davis, Scott M.,
出版された:	San Francisco :Jossey-Bass,c2002.
記述:	xvi, 265 p. :ill. ;23 cm.
注記:	Series from CIP data.
シリーズ:	[The Jossey-Bass business & management series]
主題:	Brand name products. -
国際標準図書番号 (ISBN):	0787963941 (pbk. : alk. paper) :

Brand asset management :driving profitable growth through your brands /
Davis, Scott M.,1964-

Brand asset management :driving profitable growth through your brands /Scott M. Davis ; foreword by David A. Aaker. - 1st [i.e. 2nd] ed. - San Francisco :Jossey-Bass,c2002. - xvi, 265 p. :ill. ;23 cm. - [The Jossey-Bass business & management series].

Series from CIP data.

Introduction. Does brand asset management strategy matter? An overview of brand asset management -- Developing a brand vision. Elements of a brand vision -- Determining your brandpicture. Determining your brand's image. Creating your brand's contract. Crafting a brand-based customer model -- Developing a brand asset management strategy. Positioning your brand for success. Extending your brand. Communicating your brand's positioning. Leveraging your brand to maximize channel influence. Pricing your brand at a premium -- Suporting a brand asset management culture. Measuring your return on brand investment (ROBI). Establishing a brand-based culture.

ISBN: 0787963941 (pbk. : alk. paper) :NT687

LCCN: 2002009865Subjects--Topical Terms:

149447
Brand name products.

LC Class. No.: HD69.B7 / D38 2002

Dewey Class. No.: 658.8/27

Brand asset management :driving profitable growth through your brands /
LDR:01478cam _22002654a_450 001 136773
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010 $a 2002009865
020 $a 0787963941 (pbk. : alk. paper) : $c NT687
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042 $a pcc
043 $a n-us---
050 0 0 $a HD69.B7 $b D38 2002
082 0 0 $a 658.8/27 $2 21
092 $a */658.827/D234/2002////E01844
100 1 $a Davis, Scott M., $d 1964- $3 160078
245 1 0 $a Brand asset management : $b driving profitable growth through your brands / $c Scott M. Davis ; foreword by David A. Aaker.
250 $a 1st [i.e. 2nd] ed.
260 $a San Francisco : $b Jossey-Bass, $c c2002.
300 $a xvi, 265 p. : $b ill. ; $c 23 cm.
440 4 $a [The Jossey-Bass business & management series]
500 $a Series from CIP data.
500 $a Includes index.
505 0 $a Introduction. Does brand asset management strategy matter? An overview of brand asset management -- Developing a brand vision. Elements of a brand vision -- Determining your brandpicture. Determining your brand's image. Creating your brand's contract. Crafting a brand-based customer model -- Developing a brand asset management strategy. Positioning your brand for success. Extending your brand. Communicating your brand's positioning. Leveraging your brand to maximize channel influence. Pricing your brand at a premium -- Suporting a brand asset management culture. Measuring your return on brand investment (ROBI). Establishing a brand-based culture.
650 0 $a Brand name products. $3 149447
650 0 $a Product management. $3 149446
650 0 $a Brand name products $z United States. $3 153194
650 0 $a Product management $z United States. $3 160079