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, David A. Aaker
     
 

ISBN-10: 0787962554

ISBN-13: 9780787962555

Pub. Date: 09/20/2002

Publisher: Wiley

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

Overview

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.

Product Details

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

Related Subjects

Table of Contents

Foreword (David A. Aaker).

Acknowledgments.

Introduction: Taking Control of Your Brand's Destiny.

Part One: Making "Operationalizing the Brand" Your New Mantra.

1. Understanding the Brand's Powerful New Role.

2. Connecting Business Strategy to Brand Strategy.

Part Two: Controlling Your Touchpoints by Operationalizing Your Brand.

3. Understanding and Prioritizing High-Impact Brand Touchpoints.

4. The Pre-Purchase Experience:Making the Brand-Prospect Connection.

5. The Purchase Experience: The First Step in Delivering on the Promise.

6. The Post-Purchase Experience: Solidifying the Brand-Customer Relationship.

Part Three: Organizing Your Company Around the Brand.

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

8. Building a Brand-Based Culture.

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

Notes and Sources.

The Authors.

Index.

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