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The Brand Mindset: How Companies Like Starbucks, Whirlpool, and Hallmark Became Genuine Brands and Other Secrets of Branding Success / Edition 1
     

The Brand Mindset: How Companies Like Starbucks, Whirlpool, and Hallmark Became Genuine Brands and Other Secrets of Branding Success / Edition 1

by Duane Knapp, Christopher W. Hart
 

ISBN-10: 007134795X

ISBN-13: 9780071347952

Pub. Date: 10/11/1999

Publisher: McGraw-Hill Professional Publishing

How Starbucks became Starbucks and other secrets of branding success. Aimed at managers, nt just marketers, a famed consultant presents a powerful prescription for understanding, building, and sustaining brand equity. Duane Knapp demonstrates, from a management perspective, why "a company's brand is the most valuable asset it can have." he shows how the very best

Overview

How Starbucks became Starbucks and other secrets of branding success. Aimed at managers, nt just marketers, a famed consultant presents a powerful prescription for understanding, building, and sustaining brand equity. Duane Knapp demonstrates, from a management perspective, why "a company's brand is the most valuable asset it can have." he shows how the very best practitioners - contemporary household names like Starbucks, Citicorp, Whirlpool, Lexus, Hallmark, and others - shrewdly develop and maintain their brands even in the face of ferocious competition.

Readers can assess and improve their own efforts by adopting Knapp's five proven components of the Brand Mindset that is for brand success: Make a promise to the consumer; make all decisions with the brand in mind; make sure the entire company supports the brand's message; make the brand bigger than the business, and build one specific image for the brand and stick with it always.

Product Details

ISBN-13:
9780071347952
Publisher:
McGraw-Hill Professional Publishing
Publication date:
10/11/1999
Pages:
304
Sales rank:
1,158,500
Product dimensions:
6.40(w) x 9.10(h) x 1.29(d)

Related Subjects

Table of Contents

Foreword.
Preface.
Acknowledgements.
Brandictionary.

Chapter 1: The BrandMindset Thinking Like a Genuine Brand.

Chapter 2: An Introduction to the BrandStrategy Doctrine Process The Roadmap for a Genuine Brand.

Chapter 3: The Brand Assessment. The Process to Evaluate Current and Future Brand Equity.

Chapter 4: The BrandPromise The "Guiding Star" for Genuine Brands.

Chapter 5: The Brand Blueprint The Architecture of a Brand.

Chapter 6: Brand Culturalization Customer Service: "The Heart and Soul of Genuine Brands"

Chapter 7: Creating Brand Advantage Leveraging and Maximizing Brand Equity.

Chapter 8: brandstrategy.com

Chapter 9: Brand Tools Organizing Your BrandStrategy Doctrine Process.
Notes.
Index.

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