淺談品牌資產(chǎn)管理(參考版)
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【正文】 s brand in the most advantageous way and use it to drive development pricing, marketing, munication, and sales. — Ft. Worth Morning StarTelegram.Scott Davis has put together a gem. Brand Asset Management is a practical handbook for managers looking to maximize the strength and value of their brands.— Amy Kelm, worldwide consumer brand manager, HewlettPackard.Scott Davis has written a prehensive guide for businesses interested in fully unleashing the power of their brands. His insights, analysis, and advice provide a road map for brand success. — Don Fletcher, president, North America, Hallmark Cards, Inc. Davis is a modernday brand visionary. He proves the power of managing a brand as an asset. And teaches you how. — Barry Krause, president, Publicis amp。s Home Security.Scott provides not only a host of practical tips to manage brands but also a guidance on creating a culture and system to support the brandbuilding effort. David Aaker, . Grether Professor of Marketing and Public Policy, Haas School of Business, University of California at Berkeley.There are very few marketing texts as focused as this one, and most readers will learn something useful from it. Admap, March 2001.There are very few marketing texts as focused as this one, and most readers will learn something useful from it. (Admap, March 2001).[A] gem. Brand Asset Management is a practical handbook for managers looking to maximize the strength and value of their brands. Amy Kelm, worldwide consumer brand manager, HewlettPackard.A grounding in brand strategy, outlining how to assess the value of your brands and use that knowledge to determine how you develop, sell, price and market your products and services. There are extensive case examples and worksheets, and the author bines management and marketing with tactical and operational processes. (Kirkus UK) This text refers to an out of print or unavailable edition of this title. There are very few marketing texts as focused as this one, and most readers will learn something useful from it. (Admap, March 2001) This text refers to an out of print or unavailable edition of this title. Most panies do a poor job of managing their brands. Scott Davis vividly illustrates wellmanaged and poorly managed brand programs and provides the best methodology I have seen for improving your brand asset management. — Phil Kotler, S. C. Johnson amp。s brand, for optimal results. Don39。 Son Distinguished Professor of International Marketing, . Kellogg Graduate School of Management, Northwestern University.Scott Davis39。 approach to managing brands like assets should help scores of panies finally understand how to maximize the economic and strategic power their brands have a mustread for every executive who is serious about leveraging a pany39。s Home Security.Davis is a modernday brand visionary. He proves the power of managinga brand as an asset. And teaches you how.—Barry Krause, president, Publicis amp。s brand, its essence, for optimal results. Don39。 Son Distinguished Professor of International Marketing, . Kellogg Graduate School of Management, Northwestern University.Scott Davis39。在這里我想向所有幫助過我，鼓勵(lì)過我的人致以最誠摯的謝意，感謝你們?cè)谌松铌P(guān)鍵的時(shí)刻給予我的指引！附錄Brand Asset ManagementA mustread for every executive who is serious about leveraging a pany39。感謝您教會(huì)我犯了錯(cuò)要坦然承認(rèn)！感謝您教會(huì)我遇事要從容面對(duì)！感謝您教會(huì)我做事前先學(xué)會(huì)做人！在過去的四年日子里，我滿懷憧憬和希望，在大學(xué)四年中，我用自己的青春寫下了美麗的大學(xué)篇章。參考文獻(xiàn)：[1]冀麗俊. 品牌資產(chǎn)的幾點(diǎn)認(rèn)識(shí)[J]. 上海商業(yè), 2001,(07)[2]李艷娥. 品牌資產(chǎn)理論發(fā)展、梳理及展望[J]. 生產(chǎn)力研究, 2009,(07)[3]黃偉文. 論品牌資產(chǎn)及其測(cè)量[J]. 商業(yè)時(shí)代, 2006,(30)[4]王連森. 品牌資產(chǎn)及其衡量與創(chuàng)建[J]. 山東經(jīng)濟(jì), 2005,(01)[5]盧宏定. 企業(yè)品牌資產(chǎn)累積的途徑和方法[J]. 當(dāng)代經(jīng)濟(jì)科學(xué), 1999,(01)[6]孫玉甲. 品牌資產(chǎn)的創(chuàng)造、管理與營(yíng)銷[J]. 北京經(jīng)濟(jì)了望, 1996,(06)[7]季六祥. 品牌資產(chǎn)管理狀況及企業(yè)戰(zhàn)略設(shè)計(jì)[J]. 管理現(xiàn)代化, 1997,(03)[8]盧泰宏,黃勝兵,羅紀(jì)寧. 論品牌資產(chǎn)的定義[J]. 中山大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版), 2000,(04)[9]左治良. 我國無形資產(chǎn)評(píng)估風(fēng)險(xiǎn)及防范[J]. 知識(shí)經(jīng)濟(jì), 2009,(17)[10]梁清. 品牌資產(chǎn)的評(píng)估與管理[J]. 現(xiàn)代會(huì)計(jì), 2010,(01)[11]姚杰. 品牌資產(chǎn)理論研究綜述[J]. 南京財(cái)經(jīng)大學(xué)學(xué)報(bào), 2007,(06)[12]劉國華,蘇勇. 國外品牌資產(chǎn)研究進(jìn)展[J]. 上海管理科學(xué), 2008,(04)[13]云生. 促銷為品牌資產(chǎn)做加法[J]. 中國質(zhì)量與品牌, 2005,(08)[14]孫立. 品牌資產(chǎn)維度研究[J]. 大眾商務(wù), 2009,(10)[15]邱紅彬. 關(guān)于品牌定位幾個(gè)理論問題的探討[J]. 北京工商大學(xué)學(xué)報(bào)(社會(huì)科學(xué)版), 2002,(04)[16]岳芳, 鮑林. 基于品牌忠誠的品牌資產(chǎn)代際傳承研究[J]. 市場(chǎng)周刊(理論研究), 2009,(11)[17]曹彥春. 自主品牌的天花板[J]. 汽車觀察, 2009,(12)[18]王俊強(qiáng). 提升中小企業(yè)績(jī)效[J]. 中國中小企業(yè), 2009,(04)[19]龍真. 讓品牌資產(chǎn)浮出水面[J]. 當(dāng)代經(jīng)理人, 2008,(11)[20]衛(wèi)海英, 張英. 淺論無形資產(chǎn)與品牌資產(chǎn)的區(qū)別[J]. 江蘇商論, 2004,(10)[21]李福厚. 品牌資產(chǎn)價(jià)值投資回報(bào)率淺析[J]. 科技創(chuàng)業(yè)月刊, 2008,(12)[22]余陽明.《品牌學(xué)》[M].安徽人民出版社，2002[23]年小山.《品牌學(xué)》[M]清華大學(xué)出版社，2003[24]李光斗.《品牌競(jìng)爭(zhēng)力》[M].中國人民大學(xué)出版社，2004[25][D]. 上海交通大學(xué),2006[26]Davis M Scott. Brand Asset Management [M] .Jossey Bass, San Francisco, CA, 2000 致謝感謝江西理工大學(xué)應(yīng)用科學(xué)學(xué)院廖作鴻教授，一位平易近人的朋友，一名優(yōu)秀的教師，對(duì)我論文耐心的指導(dǎo)，新銳的啟發(fā)，認(rèn)真的審閱。(7)成功的品牌
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