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Brand Mindset

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ISBN-10: 007134795X

ISBN-13: 9780071347952

Edition: 2000

Authors: Duane E. Knapp

List price: $36.00
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Description:

Knapp analyzes the methods of his clients and other marketing performers to understand what makes a successful brand. His analysis is presented as a practical methodology that can be used to build a brand that adds value to the bottom line.
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Book details

List price: $36.00
Copyright year: 2000
Publisher: McGraw-Hill Education
Publication date: 11/1/1999
Binding: Hardcover
Pages: 304
Size: 6.40" wide x 9.10" long x 1.29" tall
Weight: 1.188
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
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
How Is the BrandPromise Used?
Developing a BrandPromise
Meeting of the Minds
What Business Is the Brand In?
What Differentiates a Brand's Products and Services?
How Does a Brand Offer Superior Value?
Finalizing the BrandPromise
The Reality Check
Tradition versus Innovation
Experiencing a BrandPromise
Brand Profile: Lexus
Action Guide: The BrandPromise
The Brand Blueprint The Architecture of a Brand
The Philosophy Behind the Brand Blueprint
It Starts with a Blueprint
The Psychology of a Brand
The Origins of Branding
Building a Brand
The Brand Blueprint Methodology
A Brand's Name
A Unique Graphic Representation
A Byline
A Tag Line
A Brand Story
The Brand Blueprint Building Blocks
The Life of a Brand
Brand Profile: Whirlpool Corporation
Action Guide: The Brand Blueprint
Brand Culturalization Customer Service: "The Heart and Soul of Genuine Brands"
Brand Culturalization Philosophy
The Brand Principles
Establishing Brand Equity Goals
Outlining a Brand Communication Plan
The Culturalization Plan
The Essence of Genuine Brands
Exceptional Customer Service Pays Off
The Customer Has Always Come First
It's Still Service That Counts
Customer Service Myths
Brand Culturalization Methodology
Every Customer Is a Guest
Break the Rules: Discover New Paradigms for Service
How About an Unconditional Guarantee?
Measuring Service Effectiveness
Brand Profile: Hampton Inn
Action Guide: Brand Culturalization
Creating Brand Advantage Leveraging and Maximizing Brand Equity
Brand Advantage Philosophy
Private Brands
The Private Label Philosophy
The Private Brand Methodology
Brand Profile: Federated Department Stores
Creating FutureBrands
FutureBrand Philosophy
The FutureBrand Methodology
Brand Alliances
Brand Alliance Philosophy
Brand Alliance Methodology
The Future for Brand Alliances
Brand Profile: Starbucks Coffee Company
Action Guide: Brand Advantage
brandstrategy.com
An Internet Philosophy for a Genuine Brand
The Methodology for Creating Genuine Brands on the Internet
Action Guide: brandstrategy.com
Brand Tools Organizing Your BrandStrategy Doctrine Process
Introduction to the Brand Tools
Test Your BrandMindset
Customer Service "Altitude" Check
Brand Advantage Evaluation
Sample Forms and Reports
Brand Doctrine Workplan--Overview
Brand Doctrine Workplan--Detail
Brand Assessment Executive Summary
Promise Research--Questionnaire
Brand Principles--Sample Questions
Leader's Culturalization Guide
Internet Brand Evaluation Matrix
The Brand Doctrine Report
Notes
Index