Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth: Scott M. Davis, Michael Dunn, David A. Aaker
Editorial Reviews
Review
“…This book is highly recommended for all forward-thinking executives–and those aiming to join that group.” (The Journal of Product & Brand Management, vol. 14, no. 3, 2005)
“…This book is highly recommended for all forward-thinking executives—and those aiming to join that group.” (The Journal of Product & Brand Management, vol. 14, no. 3, 2005)
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.
