The Masterbrand Mandate
The Management Strategy That Unifies Companies and Multiplies Value
Résumé
behind the success of household-name companies. It explores the origin of branding and the six
common traits that masterbrands share. The book also delineates the 10 commandments of
masterbranding, including:
- Manufacturing a sense of brand
- Working with customers as builders of the
masterbrand - Developing preemptive competitive weapons
- Creating global masterbrands.
This
book provides in-depth analyses of successful
masterbrands, such as ESPN, FedEx, and
Amazon.com. It also addresses a unique aspect of brand
building: how to develop and manage a
brand that's based on the company behind the product, not
simply the product itself.
Contents
Built to Change.
MANDATE: BUILD THE CUSTOMER'S COMMUNITY.
- Grow the Masterbrand Community.
- Interactivate the Brand.comm.
- Extend the Online Community.
- Masterbrand: Sun Microsystems.
THE INSIDE JOB: COACH THE CUSTOMER'S TEAM.
- Coach the Customer's Team.
- Organize to Brand-Build.
- Masterbrand: Charles Schwab & Co.
- Unify the Diverse Community.
THE WORLD OUTSIDE: MANEUVER THE MASTERBRAND.
- Outbrand the Competition.
- Masterbrand: America Online.
- Interglocalize the Masterbrand.
- Moving Forward with the Mandate.
- Epilogue.
- Endnotes.
- Additional Sources.
- Acknowledgments.
- Index.
- About the Authors.
L'auteur - Lynn Upshaw
Lynn Upshaw (San Rafael, CA) is a principal of Upshaw & Associates Consulting and Senior Consultant to Interbrand, Inc., an Omnicom company. He is the author of Building Brand Identity (Wiley).
L'auteur - Earl Taylor
Earl Taylor, PhD (Cambridge, MA), is Senior Vice
President of Cambridge Reports/Research International, a
corporate research organization.
Caractéristiques techniques
| PAPIER | |
| Éditeur(s) | Wiley |
| Auteur(s) | Lynn Upshaw, Earl Taylor |
| Parution | 15/09/2000 |
| Nb. de pages | 300 |
| Format | 16 x 23,5 |
| Couverture | Relié |
| Poids | 631g |
| Intérieur | Noir et Blanc |
| EAN13 | 9780471356592 |
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