mixed material bibliography San Francisco Jossey-Bass 2002

xv, 299 p. : figs., index ; 24 cm. "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 its brand promise or totally denigrate it."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 brands 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. TABLE OF CONTENTS Foreword Acknowledgments Introduction: Taking Control of Your Brand’s Destiny Part. 1 Making "Operationalizing the Brand" Your New Mantra 1 Understanding the Brand’s Powerful New Role 2 Connecting Business Strategy to Brand Strategy Part. 2 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. 3 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 BH 0787962554 Perpustakaan - Sekolah Tinggi Manajemen PPM Pusat Informasi Manajemen BH Dav 27431 2003-07-22 00:00:00 2011-10-25 00:00:00 machine generated