Brand Asset Management: Driving Profitable Growth Through Your Brands

"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

...how to value and manage their company's brands as business assets — and use those assets to drive their business strategy...

The Process for Growing Your Company's Most Valuable Asset

"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

"Davis sets forth a process that everyone, from the CEO to the marketing manager, can follow to position a company's brand in the most advantageous way and use it to drive development pricing, marketing, communication, and sales."

-- Ft. Worth Morning Star-Telegram

"Scott Davis has put together a gem. Brand Asset Management is a practical handbook for managers looking to maximize the strength and value of their brands."

-- Amy Kelm, worldwide consumer brand manager, Hewlett-Packard

"Scott Davis has written a comprehensive guide for businesses interested in fully unleashing the power of their brands. His insights, analysis, and advice provide a road map for brand success."

-- Don Fletcher, president, North America, Hallmark Cards, Inc.

"Davis is a modern-day brand visionary. He proves the power of managing a brand as an asset. And teaches you how."

-- Barry Krause, president, Publicis & Hal Riney, Chicago

"Scott provides not only a host of practical tips to create and manage brands but also guidance on creating an organizational culture and measurement system to support the brand-building effort. I guarantee that your brand will benefit form the this book."

-- David Aaker, E. T. Grether Professor of Marketing and Public Policy, Haas School of Business, University of California at Berkeley

Phil Kotler

Scott Davis has put together a gem. Brand Asset Management is a practical handbook for managers looking to maximize the strength and value of their brands. 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.

Scott M. Davis is a Managing Partner at Prophet Brand Strategy's Chicago office where he focuses on bringing the principles of this book to life with his clients. His previous work experience includes 12 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. Mr. Davis also worked at the Procter and Gamble Company, where he focused on a number of top global brands.

Mr. Davis speaks at a wide variety of top-tier branding and marketing conferences and seminars, both nationally and internationally, is an Adjunct Professor at the J. L. Kellogg Graduate School of Management at Northwestern University, and is a regular guest editorial writer for Brandweek.