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- catalog abstract ""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 shows how to recognize all of the touchpoints that affect the brand and how to take control of those touchpoints whether at pre-purchase, during the purchase, or post-purchase." "Filled with illustrative examples and case studies from many of the world's leading-brand companies, such as Eastman Kodak, Bell South, General Electric, Xerox and VISA. Building the Brand-Driven Business clearly demonstrates how to bring a brand to life and increase the bottom line."--Jacket.".
- catalog contributor b12944539.
- catalog contributor b12944540.
- catalog contributor b12944541.
- catalog created "c2002.".
- catalog date "2002".
- catalog date "c2002.".
- catalog dateCopyrighted "c2002.".
- catalog 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." "Building the Brand-Driven Business shows how to recognize all of the touchpoints that affect the brand and how to take control of those touchpoints whether at pre-purchase, during the purchase, or post-purchase." "Filled with illustrative examples and case studies from many of the world's leading-brand companies, such as Eastman Kodak, Bell South, General Electric, Xerox and VISA. Building the Brand-Driven Business clearly demonstrates how to bring a brand to life and increase the bottom line."--Jacket.".
- catalog description "Foreword / David A. Aaker -- Introduction: Taking Control of Your Brand's Destiny -- Making "Operationalizing the Brand" Your New Mantra -- Understanding the Brand's Powerful New Role -- Connecting Business Strategy to Brand Strategy -- Controlling Your Touchpoints by Operationalizing Your Brand -- Understanding and Prioritizing High-Impact Brand Touchpoints -- The Pre-Purchase Experience: Making the Brand-Prospect Connection -- The Purchase Experience: The First Step in Delivering on the Promise -- The Post-Purchase Experience: Solidifying the Brand-Customer Relationship -- Organizing Your Company Around the Brand -- Developing a Brand Metrics System: Driving Brand Building by What You Measure -- Building a Brand-Based Culture -- Establishing a Brand-Based Organization: Focusing on the Structure and Roles to Support Brand-Driven Change.".
- catalog extent "xv, 299 p. :".
- catalog identifier "0787962554".
- catalog isPartOf "Jossey-Bass business & management series".
- catalog issued "2002".
- catalog issued "c2002.".
- catalog language "eng".
- catalog publisher "Jossey-Bass : San Francisco, CA".
- catalog subject "658.8/27 21".
- catalog subject "Brand name products.".
- catalog subject "HD69.B7 D384 2002".
- catalog subject "Product management.".
- catalog tableOfContents "Foreword / David A. Aaker -- Introduction: Taking Control of Your Brand's Destiny -- Making "Operationalizing the Brand" Your New Mantra -- Understanding the Brand's Powerful New Role -- Connecting Business Strategy to Brand Strategy -- Controlling Your Touchpoints by Operationalizing Your Brand -- Understanding and Prioritizing High-Impact Brand Touchpoints -- The Pre-Purchase Experience: Making the Brand-Prospect Connection -- The Purchase Experience: The First Step in Delivering on the Promise -- The Post-Purchase Experience: Solidifying the Brand-Customer Relationship -- Organizing Your Company Around the Brand -- Developing a Brand Metrics System: Driving Brand Building by What You Measure -- Building a Brand-Based Culture -- Establishing a Brand-Based Organization: Focusing on the Structure and Roles to Support Brand-Driven Change.".
- catalog title "Building the brand-driven business : operationalize your brand to drive profitable growth / Scott M. Davis, Michael Dunn ; foreword by David A. Aaker.".
- catalog type "text".