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Brand Asset Management2: how businesses can profit from the power of brand

Brand Asset Management2: how businesses can profit from the power of brand What do the most powerful corporations in the world – Sony, Disney, Coca‐Cola, for example – have in common? Their success has been driven largely by the strength of their brands. As such, these and other successful organizations tend to manage their brands as key business assets that are a crucial underpinning to the overall corporate strategy. Scott Davis explains the rationale behind Brand Asset Management2 and explains how forward‐thinking businesses that expect to dominate their markets can put this approach to use in their own organizations. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Brand Asset Management2: how businesses can profit from the power of brand

Davis, Scott
Journal of Consumer Marketing , Volume 19 (4): 8 – Jul 1, 2002
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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363760210433654
Publisher site
See Article on Publisher Site

Abstract

What do the most powerful corporations in the world – Sony, Disney, Coca‐Cola, for example – have in common? Their success has been driven largely by the strength of their brands. As such, these and other successful organizations tend to manage their brands as key business assets that are a crucial underpinning to the overall corporate strategy. Scott Davis explains the rationale behind Brand Asset Management2 and explains how forward‐thinking businesses that expect to dominate their markets can put this approach to use in their own organizations.

Journal

Journal of Consumer Marketing – Emerald Publishing

Published: Jul 1, 2002

Keywords: Assets management; Strategy; Customers

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