The Brandmindset

By: Knapp, Duane EMaterial type: TextTextPublication details: New York : McGraw-Hill, ©2000Description: xxiii, 277 pages : illustrationsISBN: 9780071347952; 007134795X Subject(s): Brand name productsDDC classification: 658.827
Contents:
The BrandMindset Thinking Like a Genuine Brand -- Branding Is a Mindset -- What Is Brand Equity? -- Brands Are Ignored as Strategic Assets -- What Is a Brand? -- What Is a Genuine Brand? -- Genuine Brands Exist to Add Value -- The Best Way to Build a Brand -- Drivers of Brand Equity -- The BrandStrategy Doctrine Process -- Brand Paradigm Shifts -- Brand Leverage -- Brand Discipline -- Brand Playing Field -- Brand Focus -- Brand Value -- Brand Profile: Hallmark -- Action Guide: The BrandMindset -- An Introduction to the BrandStrategy Doctrine Process The Roadmap for a Genuine Brand -- The BrandStrategy Doctrine Philosophy -- The BrandStrategy Doctrine Methodology -- Getting the Process Started -- Brands Are Supposed to Be Distinctive -- Creating a Distinctive Brand Perception -- Action Guide: The BrandStrategy Doctrine -- The Brand Assessment The Process to Evaluate Current and Future Brand Equity -- The Brand Assessment Philosophy -- The Brand Assessment Methodology -- Brand Assessment Questions -- Consumer Research -- The Current Marketing Strategy -- Business Environment Review -- Customer Transaction Analysis -- Market Research and Competitive Trends -- Technology Migration Analysis -- Concluding the Brand Assessment -- Brand Profile: Citibank -- Action Guide: The Brand Assessment -- The BrandPromise The "Guiding Star" for Genuine Brands -- The Philosophy of a BrandPromise -- Living the BrandPromise -- A Real Commitment to a BrandPromise -- A Mission, Vision, or Promise? -- BrandPromise Methodology.
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."--Jacket
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Item type Current library Collection Call number Status Date due Barcode Item holds
Reference Books Reference Books Main Library
Reference 		Reference 658.827 KNA (Browse shelf(Opens below)) Available 012177
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Includes index

The BrandMindset Thinking Like a Genuine Brand --
Branding Is a Mindset --
What Is Brand Equity? --
Brands Are Ignored as Strategic Assets --
What Is a Brand? --
What Is a Genuine Brand? --
Genuine Brands Exist to Add Value --
The Best Way to Build a Brand --
Drivers of Brand Equity --
The BrandStrategy Doctrine Process --
Brand Paradigm Shifts --
Brand Leverage --
Brand Discipline --
Brand Playing Field --
Brand Focus --
Brand Value --
Brand Profile: Hallmark --
Action Guide: The BrandMindset --
An Introduction to the BrandStrategy Doctrine Process The Roadmap for a Genuine Brand --
The BrandStrategy Doctrine Philosophy --
The BrandStrategy Doctrine Methodology --
Getting the Process Started --
Brands Are Supposed to Be Distinctive --
Creating a Distinctive Brand Perception --
Action Guide: The BrandStrategy Doctrine --
The Brand Assessment The Process to Evaluate Current and Future Brand Equity --
The Brand Assessment Philosophy --
The Brand Assessment Methodology --
Brand Assessment Questions --
Consumer Research --
The Current Marketing Strategy --
Business Environment Review --
Customer Transaction Analysis --
Market Research and Competitive Trends --
Technology Migration Analysis --
Concluding the Brand Assessment --
Brand Profile: Citibank --
Action Guide: The Brand Assessment --
The BrandPromise The "Guiding Star" for Genuine Brands --
The Philosophy of a BrandPromise --
Living the BrandPromise --
A Real Commitment to a BrandPromise --
A Mission, Vision, or Promise? --
BrandPromise Methodology.

"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."--Jacket

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