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Brand Mindset

Brand Mindset - 00 edition

Brand Mindset - 00 edition

ISBN13: 9780071368292

ISBN10: 0071368299

Brand Mindset by Knapp - ISBN 9780071368292
Edition: 00
Copyright: 2000
Publisher: McGraw-Hill Publishing Company
Published:
International: No
Brand Mindset by Knapp - ISBN 9780071368292

ISBN13: 9780071368292

ISBN10: 0071368299

Edition: 00
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Summary

''Through in-depth analyses of Genuine Brands - Hallmark Cards, Hampton Inn, Lexus, Whirlpool, Starbucks, Citibank, and Charter Club - Duane Knapp presents his unique five-step plan that any organization can follow to become a Genuine Brand in the minds of the customers. First, there is the Brand Assessment: how do your stake-holders - customers, suppliers, employees, etc. - perceive the brand? Second, BrandPromise: what should the brand uniquely promise? Third is Brand Blueprint: how will you communicate the brand? The fourth step is Brand Culturalization: how each and every employee must understand and adopt the BrandPromise. The first four steps all lead to the final step, Brand Advantage: how should the organization nurture, enhance, and innovate the brand? In addition to the case studies that demonstrate the application of each step, Knapp provides detailed process guides to simplify the process of becoming a Genuine Brand.''--BOOK JACKET.Title Summary field provided by Blackwell North America, Inc. All Rights Reserved