A vision for the year 2000: brand asset management

Illustrates the importance of managing the brand in the future, much like managing other assets within the company (i.e. people, capital and machinery). This requires taking a different management discipline than has been used in the past and requires longer‐term perspectives 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 strategies in place to maximize their chances for getting those dollars from consumers. Findings from a recent study point to the serious mismanagement of the brand and short‐term focus on the brand. Shows that there are several aspects to this myopia that need to be overcome. Shows that management ought to change its ways and start managing its brands much more like assets – increasing their value over time.