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

Aimed at managers, not 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 … [ Read more ]