Brand Asset Management - S.M. Davis
Driving profitable growth through your brands.
Is Tide better than Surf? Starbucks better than Caribou Coffee? Maybe not. But a company's brand has the power to differentiate its products and services from those of its competitors -even when those products and services are exactly the same. And when 70 percent of customers are willing to pay a premium for their brand of choice, a strong brand is a company's most valuable asset.
Coca cola's brand has been valued at 47 billion dollar. When Rolls Rouce as sold, its brand went for 66 million dollar. Over 40 million dollar was paid for the PanAm brand.
Brand Assist Management shows a company's leaders how to estimate the value of their own brand, manage it as a business strategy.
Auteur | : Scott M. Davis |
Artikelnummer | : BF6994 |
Categorie | : Studie en management / Engelstalige boeken |
Taal | : Engels |
ISBN | |
Uitgever | : Jossey-Bass, a Wiley Company |
Druk | : 1 |
Jaar | : 2000 |
Pagina's | : 265 |
Bindwijze | : Hardcover, met stofomslag |
Afmetingen | : 15.5 x 23.5 cm. |
Conditie | : Goed; de omslag heeft lichte slijtage aan achterzijde, en een geplakt mini-scheurtje op de vouwlijn aan de achterzijde |
Verzending | : Brievenbuspost |
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