Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth / Edition 1

Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth / Edition 1

by Scott M. Davis, Michael Dunn
     
 

"Every time an employee gets to touch a customer or a customer gets to touch the brand, that company gets the opportunity to either reinforce its brand promise or totally denigrate it."

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

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Overview

"Every time an employee gets to touch a customer or a customer gets to touch the brand, that company gets the opportunity to either reinforce its brand promise or totally denigrate it."

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 brands 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.

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Product Details

ISBN-13:
9780787962555
Publisher:
Wiley
Publication date:
09/20/2002
Series:
Jossey-Bass Business and Management Series
Edition description:
1ST
Pages:
320
Sales rank:
256,663
Product dimensions:
6.30(w) x 9.31(h) x 1.02(d)

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Table of Contents

Foreword (David A. Aaker).

Acknowledgments.

Introduction: Taking Control of Your Brand's Destiny.

Part One: Making "Operationalizing the Brand" Your NewMantra.

1. Understanding the Brand's Powerful New Role.

2. Connecting Business Strategy to Brand Strategy.

Part Two: Controlling Your Touchpoints by Operationalizing YourBrand.

3. Understanding and Prioritizing High-Impact BrandTouchpoints.

4. The Pre-Purchase Experience:Making the Brand-ProspectConnection.

5. The Purchase Experience: The First Step in Delivering on thePromise.

6. The Post-Purchase Experience: Solidifying the Brand-CustomerRelationship.

Part Three: Organizing Your Company Around the Brand.

7. Developing a Brand Metrics System: Driving Brand Building byWhat You Measure.

8. Building a Brand-Based Culture.

9. Establishing a Brand-Based Organization: Focusing on theStructure and Roles to Support Brand-Driven Change.

Notes and Sources.

The Authors.

Index.

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