{"product_id":"the-brand-mindset-9780071347952","title":"*The Brand Mindset","description":"\u003cp\u003eHow Starbucks became Starbucks and other secrets of branding success. Aimed at managers, nt 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.\" heshows how the very best practitioners - contemporary household names like Starbucks, Citicorp, Whirlpool, Lexus, Hallmark, and others - shrewdly develop and maintain their brands even in the face of ferocious competition.\u003c\/p\u003e\n\n\u003cp\u003eReaders can assess and improve their own efforts by adopting Knapp's five proven components of the Brand Mindset that is for brand success: Make a promise to the consumer; make all decisions with the brand in mind; make sure the entire company supports the brand's message; make the brand bigger than the business, and build one specific image for the brand and stick with it always.\u003c\/p\u003e","brand":"MCGRAW-HILL Professional","offers":[{"title":"Default Title","offer_id":42977550041254,"sku":"9780071347952","price":29.9,"currency_code":"MYR","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0443\/8471\/4918\/products\/9780071347952.jpg?v=1656103080","url":"https:\/\/bookxcess.myshopify.com\/products\/the-brand-mindset-9780071347952","provider":"Staging Site ","version":"1.0","type":"link"}