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

Duane E. Knapp (Author), Christopher W. Hart (Author)

Book Description

Publication Date: October 11, 1999

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.

Editorial Reviews

From the Back Cover

"A superb book with real substance and passion that could and should change yhour organization. A plethora of original concepts and tools illustrated in marvelous case studies provide new insight into brands and their management." - David A. Aaker., E.T. Grether Professor of Marketing Strategy at The University of California at Berkeley and author of Building Strong Brands.

"The BrandMindset is all about building Genuine Brands; they lead with the heart, nurture with the soul and build one customer at a time." - Howard Schultz, Chariman and CEP, Starbucks Coffee Company and best-selling author of Pour Your Heart Into It.

"The BrandMindset clearly articulates 'how to think like a brand' which is necessary to understand before an organization can act like a brand." - Dave Whitwam, Chairman and CEO of Whirlpool Corporation.

"After reading The BrandMindset you should not only consider changing the way you do business, but you'll have a real good idea about how to go about it - and doing so truly builds Brand Equity." - Robert shulman, CEO of Copernicus and author of Marketing Myths That Are Killing Business.

"Today is not enough to provide a service or a product. Success comes when the product and service are created and delivered through a BrandMindset." - Christopher W. Hart, Ph.D., President of the Spire Group and author of Extraordinary Guarantees.

About the Author

Duane E. Knapp (Seattle, WA) is the president of Brand Strategy, a consulting firm whose clients include AT&T, AAA, and Loews Hotels.

Product Details

• Hardcover: 304 pages
• Publisher: McGraw-Hill; 1 edition (October 11, 1999)
• Language: English
• ISBN-10: 007134795X
• ISBN-13: 978-0071347952
• Product Dimensions: 9.4 x 6.1 x 1 inches
• Shipping Weight: 1.2 pounds (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (17 customer reviews)
• Amazon Best Sellers Rank: #676,649 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

10 of 10 people found the following review helpful:

5.0 out of 5 stars Brand Mindset, December 17, 1999

By 

Paul Marth (Seattle, Washington) - See all my reviews

This review is from: The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company (Hardcover)

Brand Mindset is an excellant book! Duane shares his insight and branding expertise in a very easy manner. Many business, and marketing books are "lecture focused", the written version of listen and dictation. Duane's Brand Mindset is written in a conversational manner. You feel included in a discussion, not just black & white text. The case studies used, help put the principles of each chapter into real life context. This book certainly belongs in the library of anyone interested in marketing, branding, or building a strong business. A very important book.

10 of 10 people found the following review helpful:

5.0 out of 5 stars A critical tool for any Marketing Executive, December 14, 1999

By 

Matt Ramerman, Director of Marketing, Cinnabo... (Atlanta, Georgia) - See all my reviews

This review is from: The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company (Hardcover)

If your organization does not have a living Brand Strategy Doctrine--you are dead--period. The Brand Mindset is the best business book on the market today that provides a clear, easy to follow path to focusing your organization's efforts towards a single point of difference. Duane Knapp provides essential insight into the mechanics of building a succesful brand, in order to differentiate your product and service in the market, grow sales and increase shareholder value. A must read for executives of all levels.

7 of 7 people found the following review helpful:

5.0 out of 5 stars Having a hard time understanding the concept of branding?, November 27, 1999

By 

Jackie L. Eagan (La Quinta, California) - See all my reviews

This review is from: The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company (Hardcover)

Most of the time, when someone asks about "brand" they are really talking about marketing or advertising. In fact, most organizations believe that advertising and "brand" are the same things. Unfortunately, this couldn't be further from the truth because advertising is simply one of the many possible messages that a brand could send as opposed to the heart and soul of an organization which is its "brand." The Brand Mindset makes it easy for a small business owner or a corporate executive to understand and develop an effective strategy for their brand. In addition, the book has dozens of easy to understand diagrams and charts which bring the critical concepts to life.