Cover image for Building the brand-driven business :  operationalize your brand to drive profitable growth ,
Title:
Building the brand-driven business : operationalize your brand to drive profitable growth ,
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Publication Information:
San Francisco, CA : Jossey-Bass , 2002
ISBN:
9780787962555
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30000005195817 HD69 B7 D38 2002 Open Access Book Book
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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

David A. Aaker
Forewordp. xi
Acknowledgmentsp. xiii
Introduction: Taking Control of Your Brand's Destinyp. 1
Part 1 Making "Operationalizing the Brand" Your New Mantrap. 11
1 Understanding the Brand's Powerful New Rolep. 13
2 Connecting Business Strategy to Brand Strategyp. 29
Part 2 Controlling Your Touchpoints by Operationalizing Your Brandp. 53
3 Understanding and Prioritizing High-Impact Brand Touchpointsp. 55
4 The Pre-Purchase Experience: Making the Brand-Prospect Connectionp. 87
5 The Purchase Experience: The First Step in Delivering on the Promisep. 117
6 The Post-Purchase Experience: Solidifying the Brand-Customer Relationshipp. 152
Part 3 Organizing Your Company Around the Brandp. 191
7 Developing a Brand Metrics System: Driving Brand Building by What You Measurep. 193
8 Building a Brand-Based Culturep. 220
9 Establishing a Brand-Based Organization: Focusing on the Structure and Roles to Support Brand-Driven Changep. 246
Notes and Sourcesp. 273
The Authorsp. 277
Indexp. 279