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Building the Brand-driven Business : Operationalize Your Brand to Drive Profitable Growth by Scott M. Davis, Michael Dunn is a business book available to read on EtoBox.

What is Building the Brand-driven Business : Operationalize Your Brand to Drive Profitable Growth about?

<p><P>"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." <P>In Building the Brand-Driven Business, authors Scott M. Davis and Michael Dunn&#8212; two of the nation's foremost experts on brands&#8212; 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. <P><i>Building the Brand-Driven Business</i> 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. <P>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, <i>Building the Brand-Driven Business</i> clearly demonstrates how to bring a brand to life and increase the bo

Who reads Building the Brand-driven Business : Operationalize Your Brand to Drive Profitable Growth?

Author

Scott M. Davis, Michael Dunn

Publisher

San Francisco, CA: Jossey-Bass

Published

2002

Language

EN

ISBN

9780787962555

Category

business

Subjects

Management, Marketing, Finance

Rating

3.59 / 5 (16 ratings)

Updated

2026-03-14