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EBOOK
Author Knapp, Duane E.
Title The Brandmindset / Duane E. Knapp.
Imprint New York : McGraw-Hill, 2000.

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Author Knapp, Duane E.
Subject Brand name products.
Branding (Marketing)
Product management.
Add Title Brand mindset
Description 1 online resource (xxiii, 277 pages) : illustrations
Bibliography Note Includes bibliographical references (pages 269-271) and index.
Contents Chapter 1 The BrandMindset Thinking Like a Genuine Brand 1 -- Chapter 2 An Introduction to the BrandStrategy Doctrine Process The Roadmap for a Genuine Brand 31 -- Chapter 3 The Brand Assessment The Process to Evaluate Current and Future Brand Equity 47 -- Chapter 4 The BrandPromise The "Guiding Star" for Genuine Brands 69 -- Chapter 5 The Brand Blueprint The Architecture of a Brand 95 -- Chapter 6 Brand Culturalization Customer Service: "The Heart and Soul of Genuine Brands" 133 -- Chapter 7 Creating Brand Advantage Leveraging and Maximizing Brand Equity 173 -- Chapter 8 brandstrategy.com 203 -- Chapter 9 Brand Tools Organizing Your BrandStrategy Doctrine Process 215.
Summary Five steps to building a Genuine Brand. -- Edited summary from book.
ISBN 007134795X
9780071347952
0585210225 (electronic bk.)
9780585210223 (electronic bk.)
0071368299 (electronic bk. ; Adobe Reader)
9780071368292 (electronic bk. ; Adobe Reader)
OCLC # 44955265
Additional Format Print version: Knapp, Duane E. Brandmindset. New York, N.Y. : McGraw-Hill, 2000 007134795X (DLC) 00268911 (OCoLC)42908089
Table of Contents
 Foreword 
 Preface 
 Acknowledgments 
 Brandictionary 
Ch. 1The BrandMindset: Thinking Like a Genuine Brand1
Ch. 2An Introduction to the BrandStrategy Doctrine Process: The Roadmap for a Genuine Brand31
Ch. 3The Brand Assessment: The Process to Evaluate Current and Future Brand Equity47
Ch. 4The BrandPromise: The "Guiding Star" for Genuine Brands69
Ch. 5The Brand Blueprint: The Architecture of a Brand95
Ch. 6Brand Culturalization Customer Service: "The Heart and Soul of Genuine Brands"133
Ch. 7Creating Brand Advantage: Leveraging and Maximizing Brand Equity173
Ch. 8brandstrategy.com203
Ch. 9Brand Tools: Organising Your BrandStrategy Doctrine Process215
 Notes269
 Index273


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