What's Your BQ? Learn How 35 Companies Add Customers, Subtract Competitors, and Multiply Profits with Brand Quotient

More than 100 books have been written on branding, but none of them take you through a step by step process of building a brand. Most business leaders are overwhelmed with the day to day operations of running a business and view branding as something that should be left to the marketing department. But in fact, branding it inextricably linked to strategy and the leader of the organization must be the brand champion. This book is the only one of its kind that addresses the link between strategy and brand by using an evaluation tool (the BQ™ Test) and by teaching clients how to build a strategy-based brand. The book also uses the powerful VRIO Model introduced by Dr. Jay Barney of Ohio State University to give companies a practical way to determine their true points of differentiation and a sustainable competitive advantage in an environment of increasing complexity and competition.