The BrandMindset: [five essential strategies for building brand advatage throughout your company ; how companies like Starbucks, Whirlpool, and Hallmark became genuine brands and other secrets of branding success]
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York <<[u.a.]>>
McGraw-Hill
2000
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | 277 S. Ill. |
| ISBN: | 007134795X |
Internformat
MARC
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| 245 | 1 | 0 | |a The BrandMindset |b [five essential strategies for building brand advatage throughout your company ; how companies like Starbucks, Whirlpool, and Hallmark became genuine brands and other secrets of branding success] |c Duane E. Knapp |
| 264 | 1 | |a New York <<[u.a.]>> |b McGraw-Hill |c 2000 | |
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Datensatz im Suchindex
| _version_ | 1804139717428510720 |
|---|---|
| adam_text | CONTENTS FOREWORD xiii
PREFACE xv
ACKNOWLEDGMENTS xix
BRANDICTIONARY™ xxi
Chapter 1
The BrandMindset™
Thinking Like a Genuine Brand 1
Branding Is a Mindset 1
What Is Brand Equity? 2
Brands Are Ignored as Strategic Assets 3
What Is a Brand? 5
What Is a Genuine Brand? 7
Genuine Brands Exist to Add Value 9
The Best Way to Build a Brand 10
Drivers of Brand Equity 14
The BrandStrategy™ Doctrine Process 17
Brand Paradigm Shifts 19
Brand Leverage 20
Brand Discipline 21
Brand Playing Field 22
Brand Focus 23
Brand Value 24
Brand Profile: Hallmark 26
Action Guide: The BrandMindset™ 28
Chapter 2 An Introduction to the BrandStrategy™ Doctrine Process
The Roadmap for a Genuine Brand 31
The BrandStrategy Doctrine Philosophy 31
The BrandStrategy Doctrine Methodology 33
Getting the Process Started 36
Brands Are Supposed to Be Distinctive 39
Creating a Distinctive Brand Perception 42
Action Guide: The BrandStrategy™ Doctrine 44
vii
viii Contents
Chapter 3
The Brand Assessment
The Process to Evaluate Current and Future Brand
Equity 47
The Brand Assessment Philosophy 47
The Brand Assessment Methodology 49
Brand Assessment Questions 51
Consumer Research 52
The Current Marketing Strategy 54
Business Environment Review 55
Customer Transaction Analysis 55
Market Research and Competitive Trends 57
Technology Migration Analysis 60
Concluding the Brand Assessment 62
Brand Profile: Citibank 63
Action Guide: The Brand Assessment 68
Chapter 4
The BrandPromise™
The Guiding Star for Genuine Brands 69
The Philosophy of a BrandPromise 69
Living the BrandPromise 72
A Real Commitment to a BrandPromise 73
A Mission, Vision, or Promise? 75
BrandPromise Methodology 76
How Is the BrandPromise Used? 76
Developing a BrandPromise 76
Meeting of the Minds 78
What Business Is the Brand In ? 80
What Differentiates a Brand s Products and Services? 81
How Does a Brand Offer Superior Value? 82
Finalizing the BrandPromise 84
The Reality Check 85
Tradition versus Innovation 85
Experiencing a BrandPromise 86
Brand Profile: Lexus 88
Action Guide: The BrandPromise™ 92
Contents be
Chapter 5
The Brand Blueprint
The Architecture of a Brand 95
The Philosophy Behind the Brand Blueprint 95
It Starts with a Blueprint 95
The Psychology of a Brand 97
The Origins of Branding 99
Building a Brand 102
The Brand Blueprint Methodology 104
A Brand s Name 107
A Unique Graphic Representation 109
A Byline 118
A Tag Line 120
A Brand Story 121
The Brand Blueprint Building Blocks 122
The Life of a Brand 123
Brand Profile: Whirlpool Corporation 126
Action Guide: The Brand Blueprint 130
Chapter 6
Brand Culturalization
Customer Service: The Heart and Soul of Genuine Brands 133
Brand Culturalization Philosophy 133
The Brand Principles 136
Establishing Brand Equity Goals 137
Outlining a Brand Communication Plan 138
The Culturalization Plan 139
The Essence of Genuine Brands 142
Exceptional Customer Service Pays Off 144
The Customer Has Always Come First 147
It s Still Service That Counts 150
Customer Service Myths 152
Brand Culturalization Methodology 155
Every Customer Is a Guest 158
Break the Rules: Discover New Paradigms for Service 159
How About an Unconditional Guarantee? 163
Measuring Service Effectiveness 164
x Contents
Brand Profile: Hampton Inn 167
Action Guide: Brand Culturalization 172
Chapter 7
Creating Brand Advantage
Leveraging and Maximizing Brand Equity 173
Brand Advantage Philosophy 173
Private Brands 174
The Private Label Philosophy 174
The Private Brand Methodology 177
Brand Profile: Federated Department Stores 179
Creating FutureBrandsSM 182
FutureBrand Philosophy 182
The FutureBrand Methodology 184
Brand Alliances 186
Brand Alliance Philosophy 186
Brand Alliance Methodology 189
The Future for Brand Alliances 194
Brand Profile: Starbucks Coffee Company 195
Action Guide: Brand Advantage 200
Chapter 8
brandstrategy.com 203
An Internet Philosophy for a Genuine Brand 203
The Methodology for Creating Genuine Brands on the Internet 205
Action Guide: brandstrategy.com 212
Chapter 9
Brand Tools
Organizing Your BrandStrategy Doctrine Process 215
Introduction to the Brand Tools 215
Test Your BrandMindset 218
Customer Service Altitude Check 220
Brand Advantage Evaluation 222
Sample Forms and Reports 223
Brand Doctrine Workplan—Overview 223
Brand Doctrine Workplan—Detail 224
Contents xi
Brand Assessment Executive Summary 226
Promise Research—Questionnaire 233
Brand Principles—Sample Questions 238
Leader s Culturalization Guide 240
Internet Brand Evaluation Matrix 255
The Brand Doctrine Report 256
NOTES 269
INDEX 273
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| spelling | Knapp, Duane E. Verfasser aut The BrandMindset [five essential strategies for building brand advatage throughout your company ; how companies like Starbucks, Whirlpool, and Hallmark became genuine brands and other secrets of branding success] Duane E. Knapp New York <<[u.a.]>> McGraw-Hill 2000 277 S. Ill. txt rdacontent n rdamedia nc rdacarrier Marke (DE-588)4074577-6 gnd rswk-swf Marke (DE-588)4074577-6 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=017898699&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Knapp, Duane E. The BrandMindset [five essential strategies for building brand advatage throughout your company ; how companies like Starbucks, Whirlpool, and Hallmark became genuine brands and other secrets of branding success] Marke (DE-588)4074577-6 gnd |
| subject_GND | (DE-588)4074577-6 |
| title | The BrandMindset [five essential strategies for building brand advatage throughout your company ; how companies like Starbucks, Whirlpool, and Hallmark became genuine brands and other secrets of branding success] |
| title_auth | The BrandMindset [five essential strategies for building brand advatage throughout your company ; how companies like Starbucks, Whirlpool, and Hallmark became genuine brands and other secrets of branding success] |
| title_exact_search | The BrandMindset [five essential strategies for building brand advatage throughout your company ; how companies like Starbucks, Whirlpool, and Hallmark became genuine brands and other secrets of branding success] |
| title_full | The BrandMindset [five essential strategies for building brand advatage throughout your company ; how companies like Starbucks, Whirlpool, and Hallmark became genuine brands and other secrets of branding success] Duane E. Knapp |
| title_fullStr | The BrandMindset [five essential strategies for building brand advatage throughout your company ; how companies like Starbucks, Whirlpool, and Hallmark became genuine brands and other secrets of branding success] Duane E. Knapp |
| title_full_unstemmed | The BrandMindset [five essential strategies for building brand advatage throughout your company ; how companies like Starbucks, Whirlpool, and Hallmark became genuine brands and other secrets of branding success] Duane E. Knapp |
| title_short | The BrandMindset |
| title_sort | the brandmindset five essential strategies for building brand advatage throughout your company how companies like starbucks whirlpool and hallmark became genuine brands and other secrets of branding success |
| title_sub | [five essential strategies for building brand advatage throughout your company ; how companies like Starbucks, Whirlpool, and Hallmark became genuine brands and other secrets of branding success] |
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