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

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November 1999



"A superb book with real substance and passion that could and should change yhour organization. A plethora of original concepts and tools illustrated in marvelous case studies provide new insight into brands and their management." - David A. Aaker., E.T. Grether Professor of Marketing Strategy at The University of California at Berkeley and author of Building Strong Brands. "The BrandMindset is all about building Genuine Brands; they lead with the heart, nurture with the soul and build one customer at a time." - Howard Schultz, Chariman and CEP, Starbucks Coffee Company and best-selling author of Pour Your Heart Into It. "The BrandMindset clearly articulates 'how to think like a brand' which is necessary to understand before an organization can act like a brand." - Dave Whitwam, Chairman and CEO of Whirlpool Corporation. "After reading The BrandMindset you should not only consider changing the way you do business, but you'll have a real good idea about how to go about it - and doing so truly builds Brand Equity." - Robert shulman, CEO of Copernicus and author of Marketing Myths That Are Killing Business. "Today is not enough to provide a service or a product. Success comes when the product and service are created and delivered through a BrandMindset." - Christopher W. Hart, Ph.D., President of the Spire Group and author of Extraordinary Guarantees.


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


Duane Knapp is president of Brand Strategy, a Seattle-based marketing and branding consulting firm.
EAN: 9780071347952
ISBN: 007134795X
Untertitel: Sprache: Englisch.
Erscheinungsdatum: November 1999
Seitenanzahl: 304 Seiten
Format: gebunden
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