 Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth
ISBN: 978-0-7879-6255-5
Hardcover
320 pages
October 2002, Jossey-Bass
US $29.95
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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.
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.
