The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company

The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company

Author: Duane Knapp

Publisher: McGraw-Hill Education

Published: 1999-10-11

Total Pages: 304

ISBN-13: 9780071347952

DOWNLOAD EBOOK

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.


Book Synopsis The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company by : Duane Knapp

Download or read book The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company written by Duane Knapp and published by McGraw-Hill Education. This book was released on 1999-10-11 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company

The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company

Author: Duane Knapp

Publisher: McGraw Hill Professional

Published: 1999-11-01

Total Pages: 312

ISBN-13: 9780071368292

DOWNLOAD EBOOK

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.


Book Synopsis The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company by : Duane Knapp

Download or read book The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company written by Duane Knapp and published by McGraw Hill Professional. This book was released on 1999-11-01 with total page 312 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The Brand Advocate

The Brand Advocate

Author: Bill Nissim

Publisher: iUniverse

Published: 2005-12

Total Pages: 58

ISBN-13: 0595376193

DOWNLOAD EBOOK

What is a brand advocate and how do you become one? Author Bill Nissim answers these questions and shows you how to become a successful brand advocate in the strategy-driven workbook, The Brand Advocate. In each chapter, Nissim unveils the essentials of branding while encouraging you to reflect on your current situation. More importantly, the book compels you to actively respond to his questions by means of an interactive approach. Nissim takes his accumulated professional experience and education in this field and condenses it into building blocks that help you create a powerful brand strategy for your organization. Topics include: The basics of branding Branding essentials Market analysis Traps and pitfalls ROI and other brand metrics And much more! In order to be successful, companies must elevate branding to a strategic position within the organization. The Brand Advocate will guide you through the steps of building a successful brand.


Book Synopsis The Brand Advocate by : Bill Nissim

Download or read book The Brand Advocate written by Bill Nissim and published by iUniverse. This book was released on 2005-12 with total page 58 pages. Available in PDF, EPUB and Kindle. Book excerpt: What is a brand advocate and how do you become one? Author Bill Nissim answers these questions and shows you how to become a successful brand advocate in the strategy-driven workbook, The Brand Advocate. In each chapter, Nissim unveils the essentials of branding while encouraging you to reflect on your current situation. More importantly, the book compels you to actively respond to his questions by means of an interactive approach. Nissim takes his accumulated professional experience and education in this field and condenses it into building blocks that help you create a powerful brand strategy for your organization. Topics include: The basics of branding Branding essentials Market analysis Traps and pitfalls ROI and other brand metrics And much more! In order to be successful, companies must elevate branding to a strategic position within the organization. The Brand Advocate will guide you through the steps of building a successful brand.

Profit Brand

Profit Brand

Author: Nick Wreden

Publisher: Kogan Page Publishers

Published: 2007

Total Pages: 260

ISBN-13: 9780749450182

DOWNLOAD EBOOK

Profit Brand presents a results-driven view of branding that any CEO or CFO would applaud. While branding strategies often concern themselves with "awareness," "visibility," "impact," and "image," author Nick Wreden shifts the focus to the bottom line. He offers a comprehensive metrics-based approach to branding that allows companies to link branding activities directly with profits. Wreden looks at the inefficiencies of traditional branding strategies that stress customer acquisition over customer retention. Customer loyalty, he argues, is the key to delivering profitability. With this in mind, he explores loyalty schemes, the need to own the customer experience, and the means of leveraging allies as brand ambassadors. He covers topics such as segmentation, optimization, pricing, and communication strategies and explores accountability systems such as six sigma, CRM, and scorecards. Citing examples from global brands such as IBM, Disney, Amex and KLM, the book highlights marketing practices both good and bad.


Book Synopsis Profit Brand by : Nick Wreden

Download or read book Profit Brand written by Nick Wreden and published by Kogan Page Publishers. This book was released on 2007 with total page 260 pages. Available in PDF, EPUB and Kindle. Book excerpt: Profit Brand presents a results-driven view of branding that any CEO or CFO would applaud. While branding strategies often concern themselves with "awareness," "visibility," "impact," and "image," author Nick Wreden shifts the focus to the bottom line. He offers a comprehensive metrics-based approach to branding that allows companies to link branding activities directly with profits. Wreden looks at the inefficiencies of traditional branding strategies that stress customer acquisition over customer retention. Customer loyalty, he argues, is the key to delivering profitability. With this in mind, he explores loyalty schemes, the need to own the customer experience, and the means of leveraging allies as brand ambassadors. He covers topics such as segmentation, optimization, pricing, and communication strategies and explores accountability systems such as six sigma, CRM, and scorecards. Citing examples from global brands such as IBM, Disney, Amex and KLM, the book highlights marketing practices both good and bad.

The Guru Guide to Marketing

The Guru Guide to Marketing

Author: Joseph H. Boyett

Publisher: John Wiley & Sons

Published: 2003-02-25

Total Pages: 252

ISBN-13: 0471434264

DOWNLOAD EBOOK

Discusses the newest marketing concepts. The Guru name is synonymous with expert, candid advice. The Guru format provides an easy reference to a wide range ofideas and practices.


Book Synopsis The Guru Guide to Marketing by : Joseph H. Boyett

Download or read book The Guru Guide to Marketing written by Joseph H. Boyett and published by John Wiley & Sons. This book was released on 2003-02-25 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: Discusses the newest marketing concepts. The Guru name is synonymous with expert, candid advice. The Guru format provides an easy reference to a wide range ofideas and practices.

The Brand Mapping Strategy

The Brand Mapping Strategy

Author: Karen Leland

Publisher: Entrepreneur Press

Published: 2016-06-20

Total Pages: 224

ISBN-13: 1613083394

DOWNLOAD EBOOK

A fundamental paradigm shift has occurred in marketing and branding. Today the most successful CEOs, executives, entrepreneurs and enterprises set their sites on developing a long-term platform instead of a short-term strategy that supports and builds buzz for their personal or business brand. That’s really the key to the new business mindset — the recognition that branding and marketing are an ongoing, steady stream of small efforts, not a series of gigantic pushes. Social media, blogging and other business development activities — both online and off — are about the persistent, ongoing process of building a platform, creating credibility and increasing the number of people that you funnel into your potential client and network pipeline. Converting those people into clients or fans may take a month, a year or two years, but the new mindset leads you to strategies that will keep that pipeline full. In short, you need to start a bunch of small fires to keep your brand burning hot. How can today’s CEOs, executives and entrepreneurs keep these fires going and powerfully get their messages across, motivate others to action and be authentic — all while simultaneously shepherding initiatives from creation to implementation in high-demand markets? CEO, executive and team branding are key factors that enable effective leaders to achieve peak performance, gain greater influence in their industries and generate increased engagement within their companies. By creating a brand (business or personal) by design instead of default, leaders and companies bring their brand promise into every interaction across the board. A personal, team or business brand is not just a single statement or a clever quip but a multilayered, congruent narrative told across multiple channels — online and off — within the organization and to the business community at large. The power is in knowing how to tell the story. The book will introduce CEOs and executives in Fortune 500 companies and entrepreneurs in SMBs to the SMG Brand Mapping Process©, a process that will guide them in creating personal, team and business brands that work in harmony and parallel with each other.


Book Synopsis The Brand Mapping Strategy by : Karen Leland

Download or read book The Brand Mapping Strategy written by Karen Leland and published by Entrepreneur Press. This book was released on 2016-06-20 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: A fundamental paradigm shift has occurred in marketing and branding. Today the most successful CEOs, executives, entrepreneurs and enterprises set their sites on developing a long-term platform instead of a short-term strategy that supports and builds buzz for their personal or business brand. That’s really the key to the new business mindset — the recognition that branding and marketing are an ongoing, steady stream of small efforts, not a series of gigantic pushes. Social media, blogging and other business development activities — both online and off — are about the persistent, ongoing process of building a platform, creating credibility and increasing the number of people that you funnel into your potential client and network pipeline. Converting those people into clients or fans may take a month, a year or two years, but the new mindset leads you to strategies that will keep that pipeline full. In short, you need to start a bunch of small fires to keep your brand burning hot. How can today’s CEOs, executives and entrepreneurs keep these fires going and powerfully get their messages across, motivate others to action and be authentic — all while simultaneously shepherding initiatives from creation to implementation in high-demand markets? CEO, executive and team branding are key factors that enable effective leaders to achieve peak performance, gain greater influence in their industries and generate increased engagement within their companies. By creating a brand (business or personal) by design instead of default, leaders and companies bring their brand promise into every interaction across the board. A personal, team or business brand is not just a single statement or a clever quip but a multilayered, congruent narrative told across multiple channels — online and off — within the organization and to the business community at large. The power is in knowing how to tell the story. The book will introduce CEOs and executives in Fortune 500 companies and entrepreneurs in SMBs to the SMG Brand Mapping Process©, a process that will guide them in creating personal, team and business brands that work in harmony and parallel with each other.

Building Brand Equity and Consumer Trust Through Radical Transparency Practices

Building Brand Equity and Consumer Trust Through Radical Transparency Practices

Author: Veselinova, Elena

Publisher: IGI Global

Published: 2017-07-13

Total Pages: 392

ISBN-13: 1522524185

DOWNLOAD EBOOK

The creation of business value and competitive advantage is crucial to any company in the modern corporate sector. By developing positive relationships with consumers, businesses can better maintain their customers’ loyalty. Building Brand Equity and Consumer Trust Through Radical Transparency Practices is an innovative reference source for emerging scholarly perspectives on the role of branding in organizational contexts and techniques to sustain a profitable and honest relationship with consumers. Highlighting a range of pertinent topics such as risk management, product innovation, and brand awareness, this book is ideally designed for managers, researchers, professionals, students, and practitioners interested in the development of value creation in contemporary business.


Book Synopsis Building Brand Equity and Consumer Trust Through Radical Transparency Practices by : Veselinova, Elena

Download or read book Building Brand Equity and Consumer Trust Through Radical Transparency Practices written by Veselinova, Elena and published by IGI Global. This book was released on 2017-07-13 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt: The creation of business value and competitive advantage is crucial to any company in the modern corporate sector. By developing positive relationships with consumers, businesses can better maintain their customers’ loyalty. Building Brand Equity and Consumer Trust Through Radical Transparency Practices is an innovative reference source for emerging scholarly perspectives on the role of branding in organizational contexts and techniques to sustain a profitable and honest relationship with consumers. Highlighting a range of pertinent topics such as risk management, product innovation, and brand awareness, this book is ideally designed for managers, researchers, professionals, students, and practitioners interested in the development of value creation in contemporary business.

A Branded World

A Branded World

Author: Michael Levine

Publisher: John Wiley & Sons

Published: 2003-04-07

Total Pages: 280

ISBN-13: 9780471263661

DOWNLOAD EBOOK

Table of contents


Book Synopsis A Branded World by : Michael Levine

Download or read book A Branded World written by Michael Levine and published by John Wiley & Sons. This book was released on 2003-04-07 with total page 280 pages. Available in PDF, EPUB and Kindle. Book excerpt: Table of contents

Brand Identity

Brand Identity

Author: Stephan McDonald

Publisher:

Published: 2020-12-03

Total Pages: 184

ISBN-13: 9781800491687

DOWNLOAD EBOOK


Book Synopsis Brand Identity by : Stephan McDonald

Download or read book Brand Identity written by Stephan McDonald and published by . This book was released on 2020-12-03 with total page 184 pages. Available in PDF, EPUB and Kindle. Book excerpt:

Smarter Branding Without Breaking the Bank

Smarter Branding Without Breaking the Bank

Author: Brenda Bence

Publisher: eBookIt.com

Published: 2011-11-07

Total Pages: 150

ISBN-13: 0982535333

DOWNLOAD EBOOK

You already have the resources you need to build a powerhouse brand.If you believe you lack the money, people, time, or ideas to create a thriving brand, think again. In fact, you already have FIVE powerful marketing resources you can use right now to get big-brand results at low cost ... or no cost at all.Step One: Shift your mindset.International branding expert Brenda Bence has created the definitive guide to branding on a tight budget. After years as a mega-brander working across four continents and 50 countries for deep-pocketed consumer giants like Procter & Gamble and Bristol-Myers Squibb, she left the corporate world to start her own business. From scratch — and with almost empty pockets — Brenda used inventive, low-cost methods to build her own international brand that now serves clients in 25 countries with offices in the U.S. and Asia.Based on Brenda's successful low-cost branding workshops that receive rave reviews around the globe, Smarter Branding Without Breaking the Bank is a treasure chest of tips, tools, andtechniques to help SMEs and solo-preneurs achieve similar results at minimal expense.You will:* Learn to leverage five existing assets to create a robust brand marketing plan* Craft a unique and compelling brand positioning using six proven elements* Dispel widely-held branding myths that could be holding you back from success* Apply lessons from dozens of real-world case studies from a variety of businesses* Create a permanent "marketing mindset" for you and your team


Book Synopsis Smarter Branding Without Breaking the Bank by : Brenda Bence

Download or read book Smarter Branding Without Breaking the Bank written by Brenda Bence and published by eBookIt.com. This book was released on 2011-11-07 with total page 150 pages. Available in PDF, EPUB and Kindle. Book excerpt: You already have the resources you need to build a powerhouse brand.If you believe you lack the money, people, time, or ideas to create a thriving brand, think again. In fact, you already have FIVE powerful marketing resources you can use right now to get big-brand results at low cost ... or no cost at all.Step One: Shift your mindset.International branding expert Brenda Bence has created the definitive guide to branding on a tight budget. After years as a mega-brander working across four continents and 50 countries for deep-pocketed consumer giants like Procter & Gamble and Bristol-Myers Squibb, she left the corporate world to start her own business. From scratch — and with almost empty pockets — Brenda used inventive, low-cost methods to build her own international brand that now serves clients in 25 countries with offices in the U.S. and Asia.Based on Brenda's successful low-cost branding workshops that receive rave reviews around the globe, Smarter Branding Without Breaking the Bank is a treasure chest of tips, tools, andtechniques to help SMEs and solo-preneurs achieve similar results at minimal expense.You will:* Learn to leverage five existing assets to create a robust brand marketing plan* Craft a unique and compelling brand positioning using six proven elements* Dispel widely-held branding myths that could be holding you back from success* Apply lessons from dozens of real-world case studies from a variety of businesses* Create a permanent "marketing mindset" for you and your team