| 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 |
|
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