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

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

Scott M. Davis , Michael Dunn , David A. Aaker (Foreword by)

ISBN: 978-0-787-96255-5

Oct 2002, Jossey-Bass

320 pages

Select type: Hardcover

In Stock

$29.95

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.

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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.
“…This book is highly recommended for all forward-thinking executives—and those aiming to join that group.” (The Journal of Product & Brand Management, vol. 14, no. 3, 2005)