University of Minnesota - UMN Executive Leadership Insights
Brand Asset Management
Book

Brand Asset Management

Driving Profitable Growth Through Your Brands

Scott M. Davis
Jossey-Bass, 2000
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Editorial Rating

8

Qualities

  • Innovative

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.

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, where it is sold, and the margin of profit all depend on one small but important consideration - the name of the brand stitched inside the collar.

Surveys show that 72% of consumers are willing to pay a 20% premium to obtain their favorite brand in a given category. When the demise of Pan Am left the ailing company with nothing but its name, the brand alone sold for $40 million. Rolls Royce sold its brand name for $66 million. The Coca-Cola brand has been valued at $47 billion - yes, that’s billion with a "b." It obviously pays to learn how to manage your brand as an asset. The question: How do you take your brand and elevate it toward such lofty financial heights?

What Is a Brand?

A brand is much more than a product or a service, and it also is more than simply a name or a logo. A brand represents everything that a company is. While a customer will rarely have a relationship...

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.

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