Brand Asset Management by Scott M. Davis, Paperback | Indigo Chapters

Most companies do a poor job of managing their brands. Scott Davis vividly illustrates well-managed and poorly managed brand programs and provides the best methodology I have seen for improving your brand asset management. - Phil Kotler, S. C. Johnson & Son Distinguished Professor of International Marketing, Kellogg School of Management, Northwestern University | Brand Asset Management by Scott M. Davis, Paperback | Indigo Chapters