Building the Brand-Driven Business
Operationalize Your Brand to Drive Profitable Growth. In Conjunction with The Assoc. of National Advertisers. Forew. by David A. Aaker
(Sprache: Englisch)
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...
Leider schon ausverkauft
versandkostenfrei
Buch
22.90 €
11 DeutschlandCard Punkte
sammeln
- Lastschrift, Kreditkarte, Paypal, Rechnung
- Kostenlose Rücksendung
Produktdetails
Produktinformationen zu „Building the Brand-Driven Business “
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.
Klappentext zu „Building the Brand-Driven Business “
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 helps companies recognize, appreciate and ultimately operationalize the mantra of "every time an employee gets to touch a customer or a customer gets to touch the brand, that company gets the opportunity to either reinforce their brand promise or totally denigrate it." This book helps the entire organization manage and live (not just think about) the brand. Written by two experts on the topic, the lead author wrote the best-selling book Brand Asset Management (0-7879-5077-7) that is available in paperback (0-7879-6394-1).
Inhaltsverzeichnis zu „Building the Brand-Driven Business “
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.
Autoren-Porträt von Scott M. Davis, Michael Dunn
Scott M. Davis is a managing partner at Prophet's Chicago office, where he focuses on bringing the principles of this book to life with his clients. His work experience includes twelve years at Kuczmarski & Associates, Inc., an innovation and branding consulting company, where he was the senior partner and founder of the Brand Asset Management practice area and architect of the Brand Asset Management approach that is outlined in this book. He speaks at a wide variety of top-tier branding and marketing conferences and at the Kellogg School of Management at Northwestern University, and is a regular contributing editor for Brandweek.Bibliographische Angaben
- Autoren: Scott M. Davis , Michael Dunn
- 2002, 1. Auflage., XVIII, 302 Seiten, mit Abbildungen, Maße: 24 cm, Gebunden, Englisch
- Verlag: Wiley & Sons
- ISBN-10: 0787962554
- ISBN-13: 9780787962555
Sprache:
Englisch
Kommentar zu "Building the Brand-Driven Business"
0 Gebrauchte Artikel zu „Building the Brand-Driven Business“
| Zustand | Preis | Porto | Zahlung | Verkäufer | Rating |
|---|
Schreiben Sie einen Kommentar zu "Building the Brand-Driven Business".
Kommentar verfassen