... loud voice). The point was made, he was acting as his brand’s champion. In the final analysis, managing the brand represents a core business function that is often neglected or under‐resourced. The brand asset management model presented here allows firms to raise the profile of the brand within...

...Beyza Alpan Brands Growth Assets management Brand Asset Management: Driving Profitable Growth through Your Brands is a well‐written analysis of where brand management stands today, where it should be, and how far it can drive your business once done systematically...

... by management. Discusses the rationale behind adopting a brand asset management approach to help companies maximize the long‐term value of their brands from two perspectives: demanding consumers are forcing companies to spend more dollars to earn greater returns, and companies,in general, admit to not having...