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Building the brand-driven business : operationalize your brand to drive profitable growth

Author: Scott M Davis; Michael Dunn
Publisher: San Francisco, CA : Jossey-Bass, ©2002.
Series: Jossey-Bass business & management series.
Edition/Format:   Print book : English : 1st edView all editions and formats
Summary:
"In Building the Brand-Driven Business, authors Scott M. Davis and Michael Dunn - two of the nation's foremost experts on brands - map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brand-building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brand-driven culture within  Read more...
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Scott M Davis; Michael Dunn
ISBN: 0787962554 9780787962555
OCLC Number: 49936041
Description: xv, 299 pages : illustrations ; 24 cm.
Contents: Foreword / David A. Aaker --
Introduction: Taking Control of Your Brand's Destiny --
Making "Operationalizing the Brand" Your New Mantra --
Understanding the Brand's Powerful New Role --
Connecting Business Strategy to Brand Strategy --
Controlling Your Touchpoints by Operationalizing Your Brand --
Understanding and Prioritizing High-Impact Brand Touchpoints --
The Pre-Purchase Experience: Making the Brand-Prospect Connection --
The Purchase Experience: The First Step in Delivering on the Promise --
The Post-Purchase Experience: Solidifying the Brand-Customer Relationship --
Organizing Your Company Around the Brand --
Developing a Brand Metrics System: Driving Brand Building by What You Measure --
Building a Brand-Based Culture --
Establishing a Brand-Based Organization: Focusing on the Structure and Roles to Support Brand-Driven Change.
Series Title: Jossey-Bass business & management series.
Responsibility: Scott M. Davis, Michael Dunn ; foreword by David A. Aaker.
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Abstract:

In Building the Brand-Driven Business, authors Scott M. Davis and Michael Dunn-- two of the nation's foremost experts on brands-- map out a strategy that can help an entire organization manage and  Read more...

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This book is highly recommended for all forward-thinking executives-and those aiming to join that group. (The Journal of Product & Brand Management, vol. 14, no. 3, 2005)

 
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   schema:reviewBody ""In Building the Brand-Driven Business, authors Scott M. Davis and Michael Dunn - two of the nation's foremost experts on brands - map out a strategy that can help an entire organization manage and live (not just think about) its brand. They show how to develop brand-building programs that are the most cost efficient, effective, and credible. And just as vital, they reveal how to create a brand-driven culture within an organization so that building the brand becomes everyone's job." "Building the Brand-Driven Business shows how to recognize all of the touchpoints that affect the brand and how to take control of those touchpoints whether at pre-purchase, during the purchase, or post-purchase." "Filled with illustrative examples and case studies from many of the world's leading-brand companies, such as Eastman Kodak, Bell South, General Electric, Xerox and VISA. Building the Brand-Driven Business clearly demonstrates how to bring a brand to life and increase the bottom line."--Jacket." ;
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