"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
Это и многое другое вы найдете в книге Brand Asset Management : Driving Profitable Growth Through Your Brands (Jossey-Bass Business & Management (Paperback)) (Scott M. Davis)