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ISBN10: 007134795X | ISBN13: 9780071347952

The Brand Mindset: Five Essential Strategies for Building Brand Advantage Throughout Your Company, 1st Edition

ISBN10: 007134795X
ISBN13: 9780071347952
By Duane Knapp

© 2000 Published October 11, 1999

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Foreword.

Preface.

Acknowledgements.

Brandictionary.

Chapter 1: The BrandMindset Thinking Like a Genuine Brand.

Chapter 2: An Introduction to the BrandStrategy Doctrine Process The Roadmap for a Genuine Brand.

Chapter 3: The Brand Assessment. The Process to Evaluate Current and Future Brand Equity.

Chapter 4: The BrandPromise The "Guiding Star" for Genuine Brands.

Chapter 5: The Brand Blueprint The Architecture of a Brand.

Chapter 6: Brand Culturalization Customer Service: "The Heart and Soul of Genuine Brands"

Chapter 7: Creating Brand Advantage Leveraging and Maximizing Brand Equity.

Chapter 8: brandstrategy.com

Chapter 9: Brand Tools Organizing Your BrandStrategy Doctrine Process.

Notes.

Index.

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