A grounding in brand strategy, outlining how to assess the value of
your brands and use that knowledge to determine how you develop,
sell, price and market your products and services. There are
extensive case examples and worksheets, and the author combines
management and marketing with tactical and operational processes.
(Kirkus UK)
"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
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