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The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company | 
| Authors: Duane E. Knapp, Christopher W. Hart
Publisher: McGraw-Hill
Category: Book
List Price: $24.95
Buy Used: $2.19
You Save: $22.76 (91%)
New (31) Used (35) Collectible (1) from $2.19
Rating:  16 reviews
Sales Rank: 556256
Media: Hardcover
Edition: 1
Pages: 304
Number Of Items: 1
Shipping Weight (lbs): 1.3
Dimensions (in): 9.1 x 6.1 x 1.1
ISBN: 007134795X
Dewey Decimal Number: 658.827
UPC: 639785311409
EAN: 9780071347952
ASIN: 007134795X
Publication Date: October 11, 1999
Availability: Usually ships in 1-2 business days
Shipping: Expedited shipping available
Shipping: International shipping available
Condition: Standard used condition.
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Product Description
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 and maintain their brands even in the face of ferocious competition. Readers can assess and improve their own efforts by adopting Knapp's five proven components of the Brand Mindset that is for brand success: Make a promise to the consumer; make all decisions with the brand in mind; make sure the entire company supports the brand's message; make the brand bigger than the business, and build one specific image for the brand and stick with it always.
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| Customer Reviews: Read 11 more reviews...
 The Brand Mindset October 23, 2003
James turner (Gig Harbor, Wa)
1 out of 1 found this review helpful
Although I am owner and operator of a quaint establishment in a small suburban town, I wanted the community and the world to know about the image I was creating for my product. The Brand Mindset was the vehicle I used to transport my thinking and my product to developing the brand recognition I wanted. It was very informative and clearly instructive. Chapter four, "The Brand Promise" was particularly beneficial. The format , compared to other brand strategy books was superior in conveying the steps to establishing product recognition. An absolute for the serious entrepreneur.
The bible of bulding a genuine brand December 9, 2002
Michelle Pivetti (Palm Springs, CA United States)
The Brand Mindset is a must read for any company trying to build a genuine brand. Duane Knapp clearly and concisely guides his readers through the process of developing a blue print for success that will take them well into the future. His knowledge and expertise are invaluable, and his book has become required reading for everyone in our company. An excellent tool for any business!
The BrandStrategy Doctrine: Make It a "Way of Life" October 10, 2002
4 out of 4 found this review helpful
This book clearly, concisely, and thoroughly explains why a genuine brand is a "way of life" understood and lived by everyone in an organization--not just a superficial marketing or advertising ploy. One must "think like a Brand", make a BrandPromise, communicate, live, and leverage the Brand. A strategic planning mindset is emphasized. Numerous detailed examples and graphics are provided to illustrate key concepts underlying the thought process involved in a BrandStrategy Doctrine. This book is a blueprint for understanding and applying the concept of branding to an organization. Each chapter ends with a one-page action guide. The final two chapters cover topics not found in any other book on branding: branding on the Internet, with evaluation criteria for one's website, and specific tools to aid brand developers in staying connected with customers and stakeholders. These tools include quizzes, questionnaires, and checklists. No stone is left unturned to stress the importance of the brand in achieving excellent customer service, as each employee represents the brand. For example, how to answer the phone and how to most effectively communicate nonverbally are discussed, in order to "live the BrandPromise". This goes well beyond what I would have expected from a book on this subject. If you wish to buy only one book on branding from what is available, buy this one. It is comprehensive yet easy and fun to read, and makes not just the planning, but the execution and continual evaluation of a BrandStrategy seem quite "doable". After reading The Brand MindSet, I believed that any company could follow in the footsteps of other successfully branded companies.
The BrandMindset is a Must Read June 2, 2002
Michelle S. Joyner (Twentynine Palms, CA United States)
1 out of 1 found this review helpful
I purchased The BrandMindset to use as a reference for a marketing project I was working on for my MBA program. However, I wish that I had this book when I was working as a marketing communications manager. The BrandMindset clearly illustrates why brand strategy must be incorporated into every business function. The book demonstrates why in today's competitive environment, a company's brand is crucial in providing product distinction. A brand's promise must be delivered in all aspects of the business, not just promoted in advertisements or logos. As a student, I especially liked the real-world examples and brand-profiles included in each chapter. They helped to present a clear picture of how this process is applied and proof of its success.The treasure lies in the last chapter in which the author has provided several tools and sample documents for a company to use when mapping out their own BrandStrategy. Everyone from the executive to the receptionist should read this book, and I would strongly recommend it as a current resource to anyone studying marketing or management.
 The Brand Mindset November 21, 2001
Keil Larsen (Seattle, WA)
The Brand Mindset by Duane E. Knapp is a very helpful tool in building a brand for a company. Mr. Knapp lays out the method to succesful branding in an easy to follow and easily referenced manner. The examples were very helpful and relevant.If you are considering examining your brand and what you are promising your customers, you should consult this book. I know that I have come away with a whole new view as to how my company's brand should be built.
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