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

Scott Davis (Managing Partner, Prophet, Chicago, Illinois, USA)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 July 2002

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.

Keywords

Citation

Davis, S. (2002), "Brand Asset Management2: how businesses can profit from the power of brand", Journal of Consumer Marketing, Vol. 19 No. 4, pp. 351-358. https://doi.org/10.1108/07363760210433654

Publisher

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MCB UP Ltd

Copyright © 2002, MCB UP Limited