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The Masterbrand Mandate

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The Masterbrand Mandate

The Masterbrand Mandate

The Management Strategy That Unifies Companies and Multiplies Value

Lynn Upshaw, Earl Taylor

300 pages, parution le 15/09/2000

Résumé

Written by two experienced, high-profile brand builders, this book explores the branding strategies
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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