Brand asset management - Scott M. Davis

Is Tide better than Surf? Starbucks better than Caribou Coffee? Maybe not.
But a company's brand has the power to differentiate its products and services from those of its competitors––even when those products and services are exactly the same. And when seventy percent of customers are willing to pay a premium for their brand of choice, a strong brand is a company's most valuable asset.
Coca–Cola's brand has been valued at $47 billion. When Rolls–Royce was sold, its brand went for $66 million. Over $40 million was paid for the PanAm brand. Brand Asset Management shows a company's leaders how to estimate the value of their own brand, manage it as a business asset, and use that asset to drive their business strategy.
In order to unleash the power of their brand, managers have to stop thinking of it as just another marketing tactic. They need to see it as a vehicle for their company's growth, the key to their customers' loyalty, and a basis for their internal operations. Expert brand manager Scott Davis lays out a proven process that everyone from the CEO to the marketing manager can follow to position their company's brand in the most advantageous way possible and use it to drive development, pricing, marketing, communication, and sales.
Davis' strategies are based on twelve years of consulting experience with hundreds of organizations, from Fortune 10 companies to $10–million startups. He walks readers through the eleven steps necessary to begin managing their brand as the valuable asset it is, providing extensive case studies that will help them jump–start the process.