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Description - The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company by Duane E. Knapp

In this study, branding consultant Duane Knapp analyzes the methods of his clients (who include AT&T and Federated Department Stores) and other top marketing performers to understand what makes a successful brand. His analysis, based on a detailed examination of some of the most innovative and powerful brand companies in the world, is presented as a practical methodology that can be used by executives, brand managers, marketers and entrepreneurs to build a brand that adds value to their bottom line. The author uses case studies of a range of market leaders, including Starbucks, Whirlpool, Lexus and Hallmark, to illustrate his central point: that successful companies do more than come up with a brand, a catchy phrase and expensive advertising. Rather, building a brand and managing it profitably requires that the entire organization adopt the brand as a way of thinking - the brand mindset.

Buy The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company by Duane E. Knapp from Australia's Online Independent Bookstore, Boomerang Books.

Book Details

ISBN: 9780071347952
ISBN-10: 007134795X
Format: Hardback
(231mm x 163mm x 33mm)
Pages: 304
Imprint: McGraw-Hill Professional
Publisher: McGraw-Hill Education - Europe
Publish Date: 11-Oct-1999
Country of Publication: United States

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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.