ISBN-10:
0787962554
ISBN-13:
9780787962555
Pub. Date:
09/20/2002
Publisher:
Wiley
Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth / Edition 1

Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth / Edition 1

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Overview

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.

Product Details

ISBN-13: 9780787962555
Publisher: Wiley
Publication date: 09/20/2002
Series: Jossey-Bass Business and Management Series
Edition description: 1ST
Pages: 320
Product dimensions: 6.25(w) x 9.30(h) x 1.10(d)

About the Author

Scott M. Davis is a managing partner at the Chicago office of Prophet, and a former marketing and distribution manager at Procter and Gamble. He is an adjunct professor at Northwestern University's Kellogg 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. Davis is the author of Brand Asset Management (Jossey-Bass).

Michael Dunn is president and CEO of Prophet. He has provided insights for clients such as AT&T, Williams-Sonoma, UBS, and BP. He has written articles for publications including Marketing News and has been featured in Business Week, Business 2.0, and Brand Marketing Magazine. Dunn has served as CEO for other high-growth services companies and currently sits on the board of RedEnvelope.

Table of Contents

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.

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