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

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.

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