The Brand Mindset: How Companies Like Starbucks, Whirlpool, and Hallmark Became Genuine Brands and Other Secrets of Branding Success
How Starbucks became Starbucks and other secrets of branding success. Aimed at managers, nt just marketers, a famed consultant presents a powerful prescription for understanding, building, and sustaining brand equity. Duane Knapp demonstrates, from a management perspective, why "a company's brand is the most valuable asset it can have." he\ shows how the very best practitioners - contemporary household names like Starbucks, Citicorp, Whirlpool, Lexus, Hallmark, and others - shrewdly develop...
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"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."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 E. Knapp (Seattle, WA) is the president of Brand Strategy, a consulting firm whose clients include AT&T, AAA, and Loews Hotels.
ForewordPrefaceAcknowledgmentsBrandictionaryCh. 1The BrandMindset: Thinking Like a Genuine Brand1Ch. 2An Introduction to the BrandStrategy Doctrine Process: The Roadmap for a Genuine Brand31Ch. 3The Brand Assessment: The Process to Evaluate Current and Future Brand Equity47Ch. 4The BrandPromise: The "Guiding Star" for Genuine Brands69Ch. 5The Brand Blueprint: The Architecture of a Brand95Ch. 6Brand Culturalization Customer Service: "The Heart and Soul of Genuine Brands"133Ch. 7Creating Brand Advantage: Leveraging and Maximizing Brand Equity173Ch. 8brandstrategy.com203Ch. 9Brand Tools: Organising Your BrandStrategy Doctrine Process215Notes269Index273
