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The Brandmindset™

Aimed at managers, not just marketers, a famed consultant presents a powerful prescription for understanding, building, and sustaining brand equity--based on the experiences of Starbucks, Citicorp, Whirlpool, Lexus, Hallmark, and other internationally renowned brands.

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Bibliographic Details
Main Author: Knapp, Duane E. (Author)
Format: Book
Language:English
Published: New York McGraw-Hill [2000]
Subjects:
Brand name products
Brand name products > Marketing
Product management
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Table of Contents:
  • The BrandMindset Thinking Like a Genuine Brand
  • An Introduction to the BrandStrategy Doctrine Process The Roadmap for a Genuine Brand
  • The Brand Assessment The Process to Evaluate Current and Future Brand Equity
  • The BrandPromise The "Guiding Star" for Genuine Brands
  • The Brand Blueprint The Architecture of a Brand
  • Brand Culturalization Customer Service: "The Heart and Soul of Genuine Brands"
  • Creating Brand Advantage Leveraging and Maximizing Brand Equity
  • brandstrategy.com
  • Brand Tools Organizing Your BrandStrategy Doctrine Process

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