The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company (MARKETING/SALES/ADV & PROMO) - Hardcover
The Brand Mindset Aimed at managers, not just marketers, a famed consultant presents a powerful prescription for understanding, building, and sustaining brand equity--based on the experiences of Starbucks, Citicorp, Whirlpool, Lexus, Hallmark, and other internationally renowned brands.
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From the Back Cover:
"A superb book with real substance and passion that could and should change yhour 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.
About the Author:
"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.
"About this title" may belong to another edition of this title.
- PublisherMcGraw Hill
- Publication date1999
- ISBN 10 007134795X
- ISBN 13 9780071347952
- BindingHardcover
- Number of pages304
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The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company
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ISBN 13: 9780071347952
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(1999)
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ISBN 13: 9780071347952
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