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Brand Promise How Ketel One, Costco, Make-a-Wish, Tourism Vancouver, and Other Leading Brands Make and Keep the Promise That Guarantees Success

ISBN-10: 0071494413
ISBN-13: 9780071494410
Edition: 2008
Authors: Duane Knapp
List price: $36.00 Buy it from $3.00
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Book details

List price: $36.00
Copyright year: 2008
Publisher: McGraw-Hill Companies, The
Publication date: 4/11/2008
Binding: Hardcover
Pages: 288
Size: 6.25" wide x 9.25" long x 1.00" tall
Weight: 1.232
Language: English

Duane Knapp is the Chairman and Founder of BrandStrategy, Inc. and has advised more than 300 brands in 14 countries. He is the authority on building Genuine Brands and has been a senior executive officer with Westin Hotels, Holiday Corporation (Holiday Inn, Holiday Club, Residence Inn, Perkins Family Restaurants), The Promus Companies (Embassy Suites, Hampton Inn, Homewood Suites, Harrah's Casinos), and Cinnabon World Famous Cinnamon Rolls as well as a member of many boards of directors.Duane Knapp can be contacted at www.brandpromise.com or www.brandstrategy.com

Foreword
Preface
Acknowledgments
Brandictionary: Definitions to Help You Deliver a Brandpromise Commitment
The BrandMindset Philosophy
Thinking Like a Genuine Brand
Genuine Brand Expectations
The Trust Factor
The Promise Is the Foundation of a Brand's Experience
Enhancing Customers' Lives
Passionate Associates
Associate Partnership
Creating Exceptional Perceived Value
Brand Profile: Ketel One Vodka
Thought Guide: Thinking Like a Genuine Brand
The PromiseRule: Enhancing People's Lives
Service Compared to a Promise
Promises Compared to Missions or Visions
It's All about How You Want People to Feel
Are You Ready to Make a Genuine Promise?
The PromiseRule
A Guarantee That's Real
Brand Profile: Costco
Thought Guide: The PromiseRule-Enhancing People's Lives
The Roadmap to a BrandPromise Commitment
A Promise Focus
The Brand Balance
Changing the Decision Hierarchy
The Promise Process
Assessing Customers' Feelings
Making a Promise
Defining a Brand's Experience
Distinctive Products and Services
Superior Value
Brand Profile: RK Dixon Company
Thought Guide: The Roadmap to a BrandPromise Commitment
Promises Are Delivered by People, Not Policies
People Are Key
Internal Promises
Engaging Experiences
The Board's Responsibility
Creating a Paradigm Shift
Transformation
Brand Profile: Bartell Hotels
Thought Guide: Promises Are Delivered by People, Not Policies
Five Ways to Keep Promises
Keeping Promises
Whom Can You Trust?
Frustrating Experiences
Example: Rebates
Example: Telephone Call Centers
What's Fair?
Example: Credit Card Refunds and Warranties
The Right Promise Is Key
Enhancing Customers' Expectations
Brand Profile
Thought Guide: Five Ways to Keep Promises
Predicting Brand Success
Predicting a Brand's Future
Brand Psyche
Measuring a Brand's Perceptual Energy
Brand Visualization
Reading Customers' Minds
Convenience Is the Future
Optimize Positive Energy
Spending Time on the Right Things
Investing in a Brand's Future
Minimize Negative Energy
Thought Guide: Predicting Brand Success
Community Brands: The Destination BrandPromise
Detailed Example of the BrandPromise Methodology
Community Brands
Destination Strategy
Destination BrandScience
Promising an Experience
What Is a Destination BrandPromise?
Destination Brand Assessment
Creating a Destination BrandPromise
A Slogan Is Not a Strategy
Destination Brand Blueprint
Developing a Destination's Culture
Brand Profile: Tourism Vancouver
Thought Guide: Community Brands: The Destination BrandPromise
Personal Brands
Thinking about Your Brand
Caring about Perceptions
What's Your Personal Promise?
Living Your Promise
Professional
Special
Celebrity Brand Philosophy
Building a Celebrity Brand Is Hard Work
Greg Norman
Rachael Ray
Celebrity Brand Assessment
The Power of a Real Promise
Brand Profile: Annika Sorenstam
Thought Guide: Personal Brands
Specialized BrandPromise Applications
Member-Centric Businesses
Brand Profile: SAFE Credit Union
Charitable and Philanthropic Organizations
Brand Profile: Make-A-Wish Foundation
Professional Service Firms
Brand Profile: Callison Architecture
Association BrandScience
Brand Profile: Destination Marketing Association International
Thought Guide: Specialized BrandPromise Applications
Promise Perspectives: The Detailed Process for Building Genuine Brands
Conclusion
The Genuine Brand Process
Being Distinctive Is Not Optional
The Brand Assessment
The BrandPromise
Brand Blueprint
Genuine Every Day: Brand Culturalization
Brand Advantage
Thought Guide: Promise Perspectives
Endnotes
Brand Index
Index

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