Summary of Brand Asset Management

Looking for the book?
We have the summary! Get the key insights in just 10 minutes.

Brand Asset Management book summary
Start getting smarter:
or see our plans

Rating

8 Overall

7 Applicability

8 Innovation

7 Style


Recommendation

Managing your brands as an asset is one of those obvious management priorities that becomes less obvious under the pressure of quarterly earnings. To a great extent, however, short-term numbers depend on the long-term positioning of your brands. Take a look at your organization. Is branding relegated to a department in your marketing division? If so, chances are your brand is being managed as a marketing tool rather than a corporate asset. Because the brand is the living relationship you have with your customers, it is critical that branding be elevated as a corporate priority. This book will show you how. getAbstract recommends this excellent book to top executives looking to reposition a company’s brands, marketing professionals who have charge of branding strategies, and for anyone whose business relies on the power of your brands.

In this summary, you will learn

  • Why your brand is one of your company’s assets, not just a marketing tool;
  • Which brand has been valued at $47 billion; and
  • How to make your brand stand out from the 6,000 advertisements that customers encounter daily.
 

About the Author

Scott M. Davis is a former marketing and distribution manager at Procter & Gamble, and is managing director in the Chicago office of Prophet Brand Strategy. His work has been featured in the Wall Street Journal, Fortune, and USA Today. Davis is also an adjunct professor at Northwestern University’s Kellogg Graduate School of Management.

 

Summary

The Case of the White T-Shirt
Imagine a white T-shirt that has never been worn. It is made of 100% highest quality cotton. How much will the T-shirt sell for? It could sell for $3 in a deep-discount store, or 10 times that much in a trendy, upscale boutique. How much the shirt sells for...

More on this topic

By the same author

The Shift
The Shift
7

Customers who read this summary also read

The Physics of Brand
The Physics of Brand
8
And The Brand Played On
And The Brand Played On
7
Audio Branding
Audio Branding
8
Fusion
Fusion
8
All About Them
All About Them
8
Digital or Die
Digital or Die
7

Related Channels

Comment on this summary