The Brand Mindset
Five Essential Strategies for Building Brand Advantage Throughout Your Company
By (author) Duane E. Knapp
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Brand Mindset by Duane E. Knapp
Book Description'A superb book with real substance and passion that could and should change your 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".
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Book DetailsISBN: 9780071347952
(231mm x 162mm x 32mm)
Imprint: McGraw-Hill Professional
Publisher: McGraw-Hill Education - Europe
Publish Date: 1-Nov-1999
Country of Publication: United States
Books By Author Duane E. Knapp
Brand Promise, Hardback (May 2008)» View all books by Duane E. Knapp
Shows how to make the right promise, how to keep it - and how fulfilling that promise will turn any business into one that people will admire, trust, and support. This book explains the steps for finding and forming a promise, and shows how to implement key principles that ensure business success.
UK Kirkus Review » Knapp has analysed what makes a successful brand and presents the results here as a practical methodology able to be used by executives, brand managers, marketers and entrepreneurs to build a brand that adds real value to the company's bottom line. There are case studies of market leaders including Starbucks, Whirlpool, Hallmark and Lexus. The book asserts that successful companies do more than come up with a brand and a catchy phrase and spend a lot on advertising. Instead, building a brand and managing it profitably require the entire organization to adopt the brand as a way of thinking. (Kirkus UK)
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Author Biography - Duane E. Knapp
Duane E. Knapp (Seattle, WA) is the president of Brand Strategy, a consulting firm whose clients include AT&T, AAA, and Loews Hotels.
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