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

by Sandra Sellani

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.

301 pages, Hardcover

First published March 15, 2007

About the author

Sandra Sellani is a marketing executive with a passion for vegan cooking. Her first book, What's Your BQ? (Brand Quotient) was designed to help small and mid-sized businesses develop powerful, inimitable brands in any market. The book won best in the non-fiction category at the DIY Book Festival in Los Angeles and Honorable Mention at the DIY Book Festival, London.

Her second book, co-authored with her twin sister Susan, is a collection of favorite recipes that were given vegan makeovers. The book won Best Cookbook at the International Book Awards and Best Cookbook at the Green Book Festival.

Sandra has an MBA from Pepperdine University, Malibu, California. She completed her culinary training at Matthew Kenney Culinary Academy in Los Angeles.