Building The Brand Driven Business
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Building The Brand Driven Business
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Author : Scott M. Davis
language : en
Publisher: Jossey-Bass
Release Date : 2002-10-02
Building The Brand Driven Business written by Scott M. Davis and has been published by Jossey-Bass this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-10-02 with Business & Economics categories.
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
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Author : Davis
language : en
Publisher: Jossey-Bass
Release Date : 2002-12-01
Building The Brand Driven Business written by Davis and has been published by Jossey-Bass this book supported file pdf, txt, epub, kindle and other format this book has been release on 2002-12-01 with categories.
Brand Vision
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Author : David Taylor
language : en
Publisher: John Wiley & Sons
Release Date : 2007-01-16
Brand Vision written by David Taylor and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-01-16 with Business & Economics categories.
David Taylor's third book lifts the lid on why so many brand visioning projects end in failure: an overly theoretical and complex approach he calls 'strategy tourism'. By contrast, his straightforward, no-nonsense programme will ensure that you end up with an inspiring vision and a hands-on action plan to drive growth. Designed in a highly practical format, brandvision shows how to lead your team on a step-by-step 'visioning journey' that builds engagement, energy and alignment. Powerful tips, tools and tricks help you start applying the principles to your business today: Searching for true insight: creating a springboard for visioning by using different 'insight catalysts' that cover consumers, markets and competition The visioning journey: creating a compelling brand purpose, a big idea and a rallying call; combining product 'sausage' and emotional 'sizzle' Test-driving the vision: bringing the vision to life by exploring it within your business and with consumers Brand-led business: translating the vision into a business building mix that covers 'hero product' innovation, communication and internal engagement Thought-provoking and irreverent, brandvision demonstrates all the dos and don'ts of brand visioning with many stories of success (and screw-ups) including T-Mobile, Dove, Porsche, Absolut and James Bond. It is an invaluable toolkit for anyone interested in rethinking a brand vision - whatever its shape or size.
Brand Driven
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Author : Lynn Parker
language : en
Publisher: AuthorHouse
Release Date : 2007-04
Brand Driven written by Lynn Parker and has been published by AuthorHouse this book supported file pdf, txt, epub, kindle and other format this book has been release on 2007-04 with Business & Economics categories.
BRAND DRIVEN "Leaders have a unique ability to not only sell a product but to deliver on a promise. Brand Driven provides a thoughtful approach to make the promise an enduring reality." Cheryl Scott, CEO of Group Health Cooperative "This book brought me a radically fresh perspective on how to think about, link, and integrate the broader concept of corporate branding into the leadership dimension of my everyday work. Reading this will help each and every manager think through the unique complexities of their business, and how to take action and lead from a place that adds value from all parts of the organization." Ronan O'Loan, Senior Organizational Consultant, Microsoft "Every organization needs to know how to deliver on its promise. Brand Driven gives leaders at every level a compass and tools for effectively working toward organizational goals and building company value." Jill Neuville, Human Resources Director, Arlington County, Virginia "The concepts in Brand Driven underline the importance of leaderships' responsibility to deliver their organization's brand promise. Brand Driven is required reading for those who seek long-term customer relationships, repeat business and a legacy of consistent profitability." Thomas Schillar, PhD, Director, Business Leadership Program, University of Puget Sound "Building recruiting and retention strategies around the corporate brand is a brilliant concept, but until now, has been overlooked, misunderstood or undervalued. LePla, Davis and Parker capture the essence of how branding drives strategic decisions, tactics and actions at every level, starting and ending with employees. This is a book that will serve as an invaluable reference for HR and recruiting professionals." Shannon Anderson, Principal, Ignition Partners Venture Capital
Integrated Branding
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Author : Joe LePla
language : en
Publisher: Bloomsbury Publishing USA
Release Date : 1999-10-30
Integrated Branding written by Joe LePla and has been published by Bloomsbury Publishing USA this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-10-30 with Business & Economics categories.
To get the full benefit of branding, companies must actually live the brands they sell. This approach is called integrated branding and it's not just a communications strategy. Companies must demonstrate to themselves and their customers that its brands are what the company is. The Brand and the company are inseparable, and that realization must pervade the entire organization, from new product development to human resource management. Integrated branding is a way of operating, an overall way of doing business, and a way to make certain a company's products are based on the right answers to two mutually reinforcing questions: What do customers value and what does the company do best in relation to what the customers want? The tools to accomplish these goals are called drivers. LePla and Parker show clearly and comprehensively how drivers work and how to apply them. Not just for marketing directors, strategy planners and executive policy makers will also find this to be an essential resource in their quest to increase market leadership and to enhance the bottom line. Through their integrated brand model, LePla and Parker discuss both organization drivers and brand drivers. They see the process as a research-driven one that gets everyone in the organization contributing to the effectiveness of its brands. With brand tools accepted throughout the company, people can determine more easily and accurately whether their decisions and actions will actually further the brand. The authors show how different companies apply their model in different ways. LePla and Parker also include discussions of how to determine brand structure, how an integrated brand applies to marketing communications, and how integrated brands can help companies when they go public.
Brand Fusion
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Author : Terry Smith
language : en
Publisher: Walter de Gruyter GmbH & Co KG
Release Date : 2022-07-05
Brand Fusion written by Terry Smith and has been published by Walter de Gruyter GmbH & Co KG this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-07-05 with Business & Economics categories.
Brand Fusion: Purpose-driven brand strategy presents a compelling case for what consumers, customers, employees, and wider society are now demanding from companies – the development of brands that deliver profit with purpose, are sustainable, and create mutually beneficial meaning. It fuses theory-practice-application to purpose-driven brand strategies in order to develop a unique approach that has comprehensive theoretical underpinning as well as practical and thought-provoking lessons from industry. Data-driven case studies from a broad range of brands and contexts show the application of this learning–from micro-brands to corporates; charities to technology companies; retirement villages to aspiring high-growth start-ups. Brand Fusion: Purpose-driven brand strategy is an in-depth analysis of the philosophy and practice behind creating a purposeful brand.
Aaker On Branding
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Author : David Aaker
language : en
Publisher: Morgan James Publishing
Release Date : 2014-07-15
Aaker On Branding written by David Aaker and has been published by Morgan James Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-07-15 with Business & Economics categories.
An expert presents in a compact form the 20 essential principles of branding that will lead to the creation of strong brands.
The Masterbrand Mandate
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Author : Lynn B. Upshaw
language : en
Publisher: John Wiley & Sons
Release Date : 2000-09-04
The Masterbrand Mandate written by Lynn B. Upshaw and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000-09-04 with Business & Economics categories.
Advance Praise for The Masterbrand Mandate "The Masterbrand Mandate is an exceptional book that successfully demonstrates why it is the responsibility of the entire enterprise, led by senior management, to drive the masterbrand throughout the company as a critical part of its strategy." -Bruce L. Claflin President and COO, 3Com Corporation "The Masterbrand Mandate shows why successful brands must both reflect and guide the organizational values, culture, and business strategy in this Internet age. It is a 'now' book that anyone managing an organization should read." -David Aaker Vice Chairman, Prophet Brand Strategy and Coauthor of Brand Leadership "The Masterbrand Mandate is a superb read for anyone involved in the management or building of brands." -Steven McMillan President and COO, Sara Lee Corporation "The Masterbrand Mandate is on the money-literally and figuratively! Both visionary and practical, it successfully tackles the modern challenges of brand-building head-on. This book is an invaluable guide for designing breakthrough brand strategies in the new economy." -Kevin Lane Keller E. B. Osborn Professor of Marketing, Dartmouth College "Lynn Upshaw and Earl Taylor have written an extraordinary blueprint for building a formidable enterprise-wide masterbrand. Every CEO-and everyone who hopes to be a CEO-should read this book." -Charles Brymer Group Chief Executive, Interbrand Corporation
Brand Driven Innovation
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Author : Erik Roscam Abbing
language : en
Publisher: Bloomsbury Publishing
Release Date : 2017-10-05
Brand Driven Innovation written by Erik Roscam Abbing and has been published by Bloomsbury Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2017-10-05 with Business & Economics categories.
Branding can inspire innovation in products and services, creating value for organizations and consumers alike. This in turn can lead to a durable relationship between brands and customers. Brand-driven Innovation explores branding theory and its relation to innovation, in order to provide readers with a solid foundation of knowledge. The book employs a practical, four-step method that will help readers apply brand-driven innovation in their own academic or business context.
Business To Business Brand Management
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Author : Mark S. Glynn
language : en
Publisher: Emerald Group Publishing
Release Date : 2009-06-19
Business To Business Brand Management written by Mark S. Glynn and has been published by Emerald Group Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2009-06-19 with Business & Economics categories.
Focuses on sensemaking, decisions, actions, and evaluating outcomes relating to managing business-to-business brands including product and service brands. This book features chapters that address aspects of the marketing mix for business-to-business and industrial marketers. It includes papers that provide brand management insights for managers.