The Brand Mindset

图书标准信息

• 作者 Duane Knapp 著
• 出版社 Mcgraw-Hill
• 出版时间 1999-10
• ISBN 9780071347952
• 定价 249.70元
• 装帧 精装
• 开本 其他
• 纸张 其他
• 页数 304页
• 正文语种 英语

【内容简介】

HowStarbucksbecameStarbucksandothersecretsofbrandingsuccess.Aimedatmanagers,ntjustmarketers,afamedconsultantpresentsapowerfulprescriptionforunderstanding,building,andsustainingbrandequity.DuaneKnappdemonstrates,fromamanagementperspective,why"acompany'sbrandisthemostvaluableassetitcanhave."he

Showshowtheverybestpractitioners-contemporaryhouseholdnameslikeStarbucks,Citicorp,Whirlpool,Lexus,Hallmark,andothers-shrewdlydevelopandmaintaintheirbrandseveninthefaceofferociouscompetition.

Readerscanassessandimprovetheirowneffortsbyadopting...

【作者简介】

DuaneE.Knapp(Seattle,WA)isthepresidentofBrandStrategy,aconsultingfirmwhoseclientsincludeAT&T,AAA,andLoewsHotels.

【目录】

Foreword
Preface
Acknowledgments
Brandictionary
Ch.1TheBrandMindset:ThinkingLikeaGenuineBrand1
Ch.2AnIntroductiontotheBrandStrategyDoctrineProcess:TheRoadmapforaGenuineBrand31
Ch.3TheBrandAssessment:TheProcesstoEvaluateCurrentandFutureBrandEquity47
Ch.4TheBrandPromise:The"GuidingStar"forGenuineBrands69
Ch.5TheBrandBlueprint:TheArchitectureofaBrand95
Ch.6BrandCulturalizationCustomerService:"TheHeartandSoulofGenuineBrands"133
Ch.7CreatingBrandAdvantage:LeveragingandMaximizingBrandEquity173
Ch.8brandstrategy.com203
Ch.9BrandTools:OrganisingYourBrandStrategyDoctrineProcess215
Notes269
Index273