The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company

by Duane E. Knapp

How Starbucks became Starbucks and other secrets of branding success. Aimed at managers, nt just marketers, a famed consultant presents a powerful prescription for understanding, building, and sustaining brand equity. Duane Knapp demonstrates, from a management perspective, why "a company's brand is the most valuable asset it can have." he shows how the very best practitioners - contemporary household names like Starbucks, Citicorp, Whirlpool, Lexus, Hallmark, and others - shrewdly develop and maintain their brands even in the face of ferocious competition. Readers can assess and improve their own efforts by adopting Knapp's five proven components of the Brand Mindset that is for brand success: Make a promise to the consumer; make all decisions with the brand in mind; make sure the entire company supports the brand's message; make the brand bigger than the business, and build one specific image for the brand and stick with it always.

Genres: Nonfiction

304 pages, Hardcover

First published October 11, 1999

About the author

Duane Knapp is recognized as the authority on building Genuine Brands. He is a pioneer in the field of BrandScience as well as in developing and implementing transformation strategies.

Knapp earned his BA in Business Administration from Western Michigan University and his MBA from the University
of Toledo. He also completed a postgraduate program in Strategic Marketing at the Stanford University Graduate School of Business.

He has taught and lectured widely at universities and graduate schools throughout the United States, including Vanderbilt, Stanford, the University of California, the University of Colorado at Boulder and Seattle University. Mr. Knapp is the leading keynote speaker on the subject of building Genuine Brands. He has published, quoted or featured in hundreds of publications, including BusinessWeek, Brandweek, CFO Magazine, Association Management, Marketing, Washington CEO, Bankers Magazine, Design Forum, Focus Magazine, Risk Management , Forbes Magazine Travel, Distribution Reports, Private Clubs Magazine, Fortune Magazine and International Journal of Medical Marketing, as well as The Seattle Times, The Journal of Commerce and many private corporate and association publications, plus television and radio talk shows.

source: Amazon

Reviews

[Chris Lee · Rating 4 out of 5]

關於網站的建議畢竟是比較久之前的書，有些都跟當前的狀況有落差了，需要根據當前的網路狀況調整。

其他關於品牌的思考的部分則是相當不錯。不過這些書籍中講的道理都很好，但是考量到實際商業上的將本求利，要怎麼把這兩個觀念給融合呢？ 感覺是有點衝突的概念。