The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company

by Knapp, Duane

• ISBN13: 9780071347952
• ISBN10: 007134795X
• Edition: 1st
• Format: Hardcover
• Copyright: 1999-11-01
• Publisher: McGraw-Hill Education

Summary

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." heshows 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.

Author Biography

Duane E. Knapp (Seattle, WA) is the president of Brand Strategy, a consulting firm whose clients include AT&T, AAA, and Loews Hotels.

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.