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OWL BOOK REVIEW
AVIARY
Brand Asset Management
Scott M. Davis
Jossey Bass, 2000
ISBN: 0-7879-5077-7
You might as well
get used to it—another book about branding. There are a lot of new titles,
each cutting the pie a little different.
Scott Davis' book
is well organized and easy to follow. He has identified an 11 step process
(divided into four phases) to leverage a brand. It's a complete process
and involves a lot of hard work. There are no easy miracles in Davis' work.
The four phases include:
• Developing a Brand
Vision
• Determining your
BrandPicture
• Developing a Brand
Asset Management Strategy
• Supporting a Brand
Asset Management Culture.
In Phase 2 (BrandPicture),
the author provides an interesting model he calls the Brand Value Pyramid.
He definitely gets into emotional qualities at the top level of his pyramid.
He also asks a series
of questions that should be asked about your brand including: When you
hear the name of our brand, what is the first thing that comes to mind?
Why?
This is a very important
question and underlies a hypothesis that we have long made at TMI. That
is, brands live in the minds of consumers. You say that your brand
stands for something, but until that same identification is made in the
public mind, then your brand is just an idea in your own mind!
If you are collecting
a library on brand books, such as I am, then this is definitely one to
purchase for your bookshelf.
Janelle Barlow, President
TMI US
 Previous
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