000			01667nam a2200253Ia 4500
003			ASM
005			20241206092907.0
008			241203s9999 xx 000 0 und d
010			_a99074659
020			_a007134795X
020			_a9780071347952
020			_qHardback
040			_cASM
050			_a
100			_aDuane E. Knapp _eAuthor
110			_a"McGraw-Hill,"
245		4	_aThe Brandmindset _cDuanne E. Knapp
260			_aUnited States of America _bMcGraw-Hill Education _c2000
300			_a277 Pages _b"Tables, Piecharts, Illustration, Images" _c24 cm
520			_a"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."
546			_aEnglish
650			_a"Other. Including business consultants, capacity, size of industries, etc."
942			_cBooks
999			_c4425 _d4425