Building the brand-driven business : operationalize your brand to drive profitable growth
Author(s)
Bibliographic Information
Building the brand-driven business : operationalize your brand to drive profitable growth
(The Jossey-Bass business & management series)
Jossey-Bass, c2002
Available at 15 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes bibliographical references and index
Description and Table of Contents
Description
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.
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.
by "Nielsen BookData"