| Description |
xv, 299 pages : illustrations ; 24 cm |
| Series |
Jossey-Bass business & management series |
|
Jossey-Bass business & management series.
|
| Contents |
Foreword / David A. Aaker -- Introduction: Taking Control of Your Brand's Destiny -- Pt. 1. Making "Operationalizing the Brand" Your New Mantra -- 1. Understanding the Brand's Powerful New Role -- 2. Connecting Business Strategy to Brand Strategy -- Pt. 2. 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 -- Pt. 3. 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 |
| 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 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."--BOOK JACKET |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Brand name products.
|
|
Product management.
|
| Author |
Dunn, Michael (Michael Edward)
|
| LC no. |
2002008567 |
| ISBN |
0787962554 |
|
