The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company
McGraw-Hill Professional (Verlag)
978-0-07-134795-2 (ISBN)
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'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".
Duane Knapp is president of Brand Strategy, a Seattle-based marketing and branding consulting firm.
Foreword. Preface. Acknowledgements. Brandictionary. Chapter 1: The BrandMindset Thinking Like a Genuine Brand. Chapter 2: An Introduction to the BrandStrategy Doctrine Process The Roadmap for a Genuine Brand. Chapter 3: The Brand Assessment. The Process to Evaluate Current and Future Brand Equity. Chapter 4: The BrandPromise The "Guiding Star" for Genuine Brands. Chapter 5: The Brand Blueprint The Architecture of a Brand. Chapter 6: Brand Culturalization Customer Service: "The Heart and Soul of Genuine Brands" Chapter 7: Creating Brand Advantage Leveraging and Maximizing Brand Equity. Chapter 8: brandstrategy.com Chapter 9: Brand Tools Organizing Your BrandStrategy Doctrine Process. Notes. Index.
| Erscheint lt. Verlag | 16.11.1999 |
|---|---|
| Zusatzinfo | 95 Illustrations |
| Sprache | englisch |
| Maße | 163 x 231 mm |
| Gewicht | 577 g |
| Themenwelt | Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb |
| ISBN-10 | 0-07-134795-X / 007134795X |
| ISBN-13 | 978-0-07-134795-2 / 9780071347952 |
| Zustand | Neuware |
| Informationen gemäß Produktsicherheitsverordnung (GPSR) | |
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