Brand asset management : driving profitable growth through your brands

Abstract

Foreword David A. Aaker Preface Acknowledgements Introduction: Overview of Brand Asset Management Phase One: Developing a Brand Vision 1. Step One: Elements of a Brand Vision Phase Two: Determining Your BrandPicture 2. Step Two: Determining Your Brand s Image 3. Step Three: Creating Your Brand s Contract 4. Step Four: Crafting a Brand Based Customer Model Phase Three: Developing a Brand Asset Management Strategy 5. Step Five: Positioning Your Brand for Success 6. Step Six: Extending Your Brand 7. Step Seven: Communicating Your Brand s Positioning 8. Step Eight: Leveraging Your Brand to Maximize Channel Influence 9. Step Nine: Pricing Your Brand at a Premium Phase Four: Supporting a Brand Asset Management Culture 10. Step Ten: Measuring Your Return on Brand Investment (ROBI) 11. Step Eleven: Establishing a Brand Based Culture About the Author Index

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