The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company (Marketing/Sales/Advertising & Promotion)

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9780071347952: The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company (Marketing/Sales/Advertising & Promotion)

'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".

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Product Description:

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.

About the Author:

Duane E. Knapp (Seattle, WA) is the president of Brand Strategy, a consulting firm whose clients include AT&T, AAA, and Loews Hotels.

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Book Description McGraw-Hill Education - Europe, United States, 1999. Hardback. Book Condition: New. 231 x 155 mm. Language: English . Brand New Book. 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 . Bookseller Inventory # AAC9780071347952

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Book Description McGraw-Hill Education - Europe, United States, 1999. Hardback. Book Condition: New. 231 x 155 mm. Language: English . Brand New Book. 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 . Bookseller Inventory # AAC9780071347952

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