Summary:
The book provides a strategic approach to managing a company's brand assets, emphasizing the importance of aligning brand strategy with business strategy to drive profitable growth. It offers frameworks and tools for assessing brand value, optimizing brand portfolios, and integrating brand management into the overall corporate structure to maximize long-term financial performance.
Key points:
1. Brand Equity Essentials: Davis defines brand equity as key for growth, highlighting awareness, associations, quality, and loyalty as its core components.
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