There are a good many business books on branding, and those in the high stakes marketing industry have dozens on their shelves. Some are excellent, some are okay, and some are merely the author’s way of thanking his or her branding clientele, by mentioning them in their books. Over the years I’ve read at least 2 dozen books that peak into the world of corporate brands. One very decent branding book that I’d like to recommend to you is;
“The Brand Mindset – How Companies Like Starbucks, Whirlpool, and Hallmark Became Genuine Brands and Other Secrets of Branding Success” by Duane E. Knapp; McGraw Hill Publishers, New York, NY; 2000.
The author comes from experience and has a good bit of background in the brand marketing sector. He’s worked in the hospitality, hotel and casino industry amongst others, and has come up with a way to rate brands on their strengths. He shows the reader how to analyze a brand from 5-key perspectives; Brand Assessment, Promise, Blue Print, Culturalization, and Brand Advantage.
He gives great examples throughout the book looking at brands like Hampton Inns, Lexus, CitiGroup, Whirlpool, Starbucks, Hallmark and a host of others such as FEDEX, Disney, BMW, Rolex, Charter Club, and Jeep. If you plan on working in the branding industry, then you are going to appreciate and need to read what Duane Knapp has to say. This book can be read straight through without much difficulty in a day or two.
But you should also keep it for a reference in all your future branding endeavors. I’d recommend this book to marketing students, CEOs, leaders, or marketing and advertising executives. So, go pick up your copy or buy one online.
Lance Winslow – Lance Winslow’s Bio. If you have innovative thoughts and unique perspectives, come think with Lance; http://www.WorldThinkTank.net/.
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Coach Hamptons Weekend Signature Colorblock Medium Tote Khaki Vachetta $249.99 This is colorblocking in a classic way. The Hamptons Weekend Signature Colorblock Medium Tote has a band of leather across the signature jacquard bag, enough contrast for interest but not over-the-top trendy. You will wear this functional bag for years. Snaps at the top create a handbag silhouette and can be unsnapped for a more tote-style look. Easy over the shoulder 8 inch strap drop. Zip t… |
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Coach Hampton Signature Carryall Bag Purse Tote F13065 $300.00 Authentic Coach Hampton signature brown carry all handbag. Previously use but in great condition. Has zipper closure braided leather belt accent and one interior zipper pocket with multi-function pockets on the oppose side. The coach leather emboss is oppose of the multi-function pockets…. |
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Coach Hamptons Weekend Signature Colorblock MED Tote Black White $249.99 This is colorblocking in a classic way. The Hamptons Weekend Signature Colorblock Medium Tote has a band of black leather across the signature jacquard bag, enough contrast for interest but not over-the-top trendy. You will wear this functional bag for years. Snaps at the top create a handbag silhouette and can be unsnapped for a more tote-style look. Easy over the shoulder 8 inch strap drop. … |
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Coach Hamptons Signature Carryall Bag Purse Tote 14878 Black White $248.00 Lightweight signature carryall, a bag with gorgeous details, carry it on your arm or shoulder…. |
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Coach Mini Signature Black & White Contact Lens Case … |
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Coach Hamptons Weekend Signature Colorblock Medium Tote Khaki Vachetta $249.99 This is colorblocking in a classic way. The Hamptons Weekend Signature Colorblock Medium Tote has a band of leather across the signature jacquard bag, enough contrast for interest but not over-the-top trendy. You will wear this functional bag for years. Snaps at the top create a handbag silhouette and can be unsnapped for a more tote-style look. Easy over the shoulder 8 inch strap drop. Zip t… |
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Coach Hampton Signature Carryall Bag Purse Tote F13065 $300.00 Authentic Coach Hampton signature brown carry all handbag. Previously use but in great condition. Has zipper closure braided leather belt accent and one interior zipper pocket with multi-function pockets on the oppose side. The coach leather emboss is oppose of the multi-function pockets…. |
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Coach Hamptons Weekend Signature Colorblock MED Tote Black White $249.99 This is colorblocking in a classic way. The Hamptons Weekend Signature Colorblock Medium Tote has a band of black leather across the signature jacquard bag, enough contrast for interest but not over-the-top trendy. You will wear this functional bag for years. Snaps at the top create a handbag silhouette and can be unsnapped for a more tote-style look. Easy over the shoulder 8 inch strap drop. … |
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Coach Hamptons Signature Carryall Bag Purse Tote 14878 Black White $248.00 Lightweight signature carryall, a bag with gorgeous details, carry it on your arm or shoulder…. |
December 28, 2003
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