Article2002

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

107 citations0/0 files stored

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification Corporate Identity and Reputation

Abstract

Foreword (David A. Aaker).Acknowledgments.Introduction: Taking Control of Your Brand's Destiny.Part One: Making the 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.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 107 citations exist upstream.

Cited by

2011The underlying dimensions of brand orientation and its impact on financial performance 2010Seven Contexts for Service System Design 2020The role of brand equity in a new rebranding strategy of a private label brand 2011Corporate brand strategy formation: Brand actors and the situational context for a business-to-business brand 2021Brand orientation: Conceptual extension, scale development and validation 2012The role of social interactions in building internal corporate brands: Implications for sustainability 2015Internal branding in universities and the lessons learnt from the past: the significance of employee brand support and transformational leadership 2004The LOGMAN model: a logical brand management model

Imported from OpenAlex (CC0) — nothing here is generated.