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Library | Item Barcode | Call Number | Material Type | Item Category 1 | Status |
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Searching... | 30000005195817 | HD69 B7 D38 2002 | Open Access Book | Book | Searching... |
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Summary
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.
Author Notes
Scott M. Davis Scott M. Davis is managing director at the Chicago office of Prophet Brand Strategy, and a former marketing and distribution manager at Procter & Gamble. He is an adjunct professor at Northwestern's Kellogg Graduate School of Management, a contributing editor to Brandweek, and an editorial board member of The Journal of Consumer Marketing. His work has been featured in such publications as the Wall Street Journal, Fortune, and USA Today.
Table of Contents
Foreword | p. xi |
Acknowledgments | p. xiii |
Introduction: Taking Control of Your Brand's Destiny | p. 1 |
Part 1 Making "Operationalizing the Brand" Your New Mantra | p. 11 |
1 Understanding the Brand's Powerful New Role | p. 13 |
2 Connecting Business Strategy to Brand Strategy | p. 29 |
Part 2 Controlling Your Touchpoints by Operationalizing Your Brand | p. 53 |
3 Understanding and Prioritizing High-Impact Brand Touchpoints | p. 55 |
4 The Pre-Purchase Experience: Making the Brand-Prospect Connection | p. 87 |
5 The Purchase Experience: The First Step in Delivering on the Promise | p. 117 |
6 The Post-Purchase Experience: Solidifying the Brand-Customer Relationship | p. 152 |
Part 3 Organizing Your Company Around the Brand | p. 191 |
7 Developing a Brand Metrics System: Driving Brand Building by What You Measure | p. 193 |
8 Building a Brand-Based Culture | p. 220 |
9 Establishing a Brand-Based Organization: Focusing on the Structure and Roles to Support Brand-Driven Change | p. 246 |
Notes and Sources | p. 273 |
The Authors | p. 277 |
Index | p. 279 |