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Title: Building the Brand-Driven Business: Operationalize Your Brand to Drive Profitable Growth by Scott M. Davis, Michael Dunn, David A. Aaker ISBN: 0-7879-6255-4 Publisher: Jossey-Bass Pub. Date: 17 September, 2002 Format: Hardcover Volumes: 1 List Price(USD): $29.95 |
Average Customer Rating: 3.22 (9 reviews)
Rating: 1
Summary: More smoke and mirrors
Comment: 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
Summary: What is new here???
Comment: 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
Summary: 350 Pages of 'Everyone Live the Brand Now'
Comment: 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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Title: Brand Asset Management : Driving Profitable Growth Through Your Brands by Scott M. Davis ISBN: 0787963941 Publisher: Jossey-Bass Pub. Date: 20 September, 2002 List Price(USD): $17.95 |
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Title: Harvard Business Review on Brand Management (The Harvard Business Review Paperback Series) by Erich Joachimsthaler, David Kenny, Vijay Vishwanath, Mark Jonathan, David A. Aaker, John A. Quelch ISBN: 1578511445 Publisher: Harvard Business School Press Pub. Date: August, 1999 List Price(USD): $19.95 |
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Title: Building Strong Brands by David A. Aaker ISBN: 002900151X Publisher: Free Press Pub. Date: December, 1995 List Price(USD): $28.00 |
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Title: Designing Brand Identity: A Complete Guide to Creating, Building, and Maintaining Strong Brands by Alina Wheeler, Alina R. Wheeler ISBN: 0471213268 Publisher: John Wiley & Sons Pub. Date: 15 January, 2003 List Price(USD): $35.00 |
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Title: Managing Brand Equity by David A. Aaker ISBN: 0029001013 Publisher: Free Press Pub. Date: 09 September, 1991 List Price(USD): $35.00 |
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