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The Masterbrand Mandate the Management Strategy That Unifies Companies and Multiplies Value

by Lynn B. Upshaw

  • ISBN: 9780471356592
  • ISBN10: 047135659X

The Masterbrand Mandate the Management Strategy That Unifies Companies and Multiplies Value

by Lynn B. Upshaw

  • List Price: $57.95
  • Binding: Hardcover
  • Publisher: John Wiley & Sons Inc
  • Publish date: 08/01/2000
  • ISBN: 9780471356592
  • ISBN10: 047135659X
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Description: Written by an experienced, high-profile brand builder, 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 ten commandments of masterbranding, e.g., manufacturing a sense of brand; working with customers as builders of the masterbrand; developing preemptive competitive weapons; and 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.
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