Building the Brand-Driven Business
Make brand-building everyone's business.
Auteur(s) : Scott M. Davis, Michael Dunn
Éditeur : Jossey-Bass
Date de parution : 2002
L'avis de manageris
Many companies consider that brand building is a matter for the marketing or advertising department. To the authors, this point of view is limiting. They incite companies to engage the entire organization in building the brand. In particular, they recommend developing a brand-based culture and ensuring that each external touchpoint is used to reinforce the brand.