Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth
Author: Scott M. Davis, Michael Dunn, David A. Aaker
List Price: $29.95
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ISBN: 0787962554
Publisher: Jossey-Bass (17 September, 2002)
Sales Rank: 57,443
Average Customer Rating: 3.22 out of 5
Customer Reviews
Rating: 1 out of 5
More smoke and mirrors
Oh, the poor trees that suffered at the hands of this book.
What was said in this book could have been said in fewer than three pages. (In fact, it has been said in fewer pages in several Harvard Business School publications.) This book fails in many ways, not the least of which is the manner in which it fails to give any new, substantive, useful or logical way to operationalize branding. Here is the book's central message: if you buy a "brand strategy" logo, identity, etc. from Branding Agency X get everyone to rally around it; otherwise, Branding Agency X will be held accountable for the brand failure which equals no new business for agency.
Save your money. Just re-read the section on branding in a Kotler text because this book is nothing more than hot air...
Rating: 3 out of 5
What is new here???
What is new here...that's the quesiton I have after reading the book. I prefer his previous book. I found the chapter on connecting business strategy to brand strategy to be particularly useful or helpful and this is the biggest challenge in branding...not designing ..but makeing it real. Quite frnakly I prefer another brand book 60-Minute Brand Strategist by Idris Mootee as it covers a lot more in less than 200 pages....and a lot of less words.
Rating: 1 out of 5
350 Pages of 'Everyone Live the Brand Now'
That's the Cliff Note version for those of you, like me, who have this as required reading before a big 'brand summit'.Everything else was rehashed, renamed, or retreaded.
Read it on the plane in about 30 minutes, regardless of the heft.
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