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

Knapp, Duane E.; Hart, Christopher W.

ISBN 10: 007134795X / ISBN 13: 9780071347952

Published by McGraw Hill (edition 1), 1999

About this Item

With dust jacket. The item might be beaten up but readable. May contain markings or highlighting, as well as stains, bent corners, or any other major defect, but the text is not obscured in any way.

Seller Inventory # 007134795X-7-1-29

Bibliographic Details

• Title: The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company
• Publisher: McGraw Hill (edition 1)
• Publication Date: 1999
• Language: English
• ISBN 10: 007134795X
• ISBN 13: 9780071347952
• Binding: Hardcover
• Edition: 1.
• Condition: Fair
• Dust Jacket Condition: Dust Jacket Included

About this title

Synopsis

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.

About the Author

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