The Brandmindset
By: Duane E. Knapp.
Contributors: NetLibrary, Inc.
Publisher: McGraw-Hill
Published: 2000
Place of publication: New York
Language: eng
Number of pages: 277
Subjects: Brand name products; Brand name products -- Marketing; Product management
Other titles: Brand mindset
Description: "Through in-depth analyses of Genuine Brands - Hallmark Cards, Hampton Inn, Lexus, Whirlpool, Starbucks, Citibank, and Charter Club - Duane Knapp presents his unique five-step plan that any organization can follow to become a Genuine Brand in the minds of the customers. First, there is the Brand Assessment: how do your stake-holders - customers, suppliers, employees, etc. - perceive the brand? Second, BrandPromise: what should the brand uniquely promise?

Third is Brand Blueprint: how will you communicate the brand? The fourth step is Brand Culturalization: how each and every employee must understand and adopt the BrandPromise. The first four steps all lead to the final step, Brand Advantage: how should the organization nurture, enhance, and innovate the brand? In addition to the case studies that demonstrate the application of each step, Knapp provides detailed process guides to simplify the process of becoming a Genuine Brand."--BOOK JACKET.
Notes: Includes bibliographical references (p. 269-271) and index.

Online version via NetLibrary available by license agreement to WWU Library users.