The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value - Hardcover

Upshaw, Lynn B.; Taylor, Earl L.

 
9780471356592: The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value
Hardcover
ISBN 10: 047135659X ISBN 13: 9780471356592
Verlag: Wiley, 2000

Inhaltsangabe

Advance Praise for The Masterbrand Mandate "The Masterbrand Mandate is an exceptional book that successfully demonstrates why it is the responsibility of the entire enterprise, led by senior management, to drive the masterbrand throughout the company as a critical part of its strategy." -Bruce L. Claflin President and COO, 3Com Corporation "The Masterbrand Mandate shows why successful brands must both reflect and guide the organizational values, culture, and business strategy in this Internet age. It is a 'now' book that anyone managing an organization should read." -David Aaker Vice Chairman, Prophet Brand Strategy and Coauthor of Brand Leadership "The Masterbrand Mandate is a superb read for anyone involved in the management or building of brands." -Steven McMillan President and COO, Sara Lee Corporation "The Masterbrand Mandate is on the money-literally and figuratively! Both visionary and practical, it successfully tackles the modern challenges of brand-building head-on. This book is an invaluable guide for designing breakthrough brand strategies in the new economy." -Kevin Lane Keller E. B. Osborn Professor of Marketing, Dartmouth College "Lynn Upshaw and Earl Taylor have written an extraordinary blueprint for building a formidable enterprise-wide masterbrand. Every CEO-and everyone who hopes to be a CEO-should read this book." -Charles Brymer Group Chief Executive, Interbrand Corporation

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Über die Autorin bzw. den Autor

LYNN B. UPSHAW is a leading brand strategist and corporate consultant whose clients have included a broad range of Fortune 500 and Internet companies. He is the author of Building Brand Identity (Wiley), and coauthor of a monthly online analysis of Internet brand building. EARL L. TAYLOR, PhD, is Senior Vice President of Research International/Cambridge, and a frequent advisor to major corporations on brand research and brand-building programs.

Von der hinteren Coverseite

Advance Praise for The Masterbrand Mandate "The Masterbrand Mandate is an exceptional book that successfully demonstrates why it is the responsibility of the entire enterprise, led by senior management, to drive the masterbrand throughout the company as a critical part of its strategy." -Bruce L. Claflin President and COO, 3Com Corporation "The Masterbrand Mandate shows why successful brands must both reflect and guide the organizational values, culture, and business strategy in this Internet age. It is a 'now' book that anyone managing an organization should read." -David Aaker Vice Chairman, Prophet Brand Strategy and Coauthor of Brand Leadership "The Masterbrand Mandate is a superb read for anyone involved in the management or building of brands." -Steven McMillan President and COO, Sara Lee Corporation "The Masterbrand Mandate is on the money-literally and figuratively! Both visionary and practical, it successfully tackles the modern challenges of brand-building head-on. This book is an invaluable guide for designing breakthrough brand strategies in the new economy." -Kevin Lane Keller E. B. Osborn Professor of Marketing, Dartmouth College "Lynn Upshaw and Earl Taylor have written an extraordinary blueprint for building a formidable enterprise-wide masterbrand. Every CEO-and everyone who hopes to be a CEO-should read this book." -Charles Brymer Group Chief Executive, Interbrand Corporation

Aus dem Klappentext

In the treacherous markets in which today's companies do battle, corporate leaders stretch to find every sustainable advantage. Smarter brand management can provide one such edge, but it's becoming apparent that managing an entire company as an enterprise-wide "masterbrand" can yield even more leverage and lasting market value in the New Economy. Written by two highly successful brand and corporate strategists, The Masterbrand Mandate provides CEOs and their senior managers with proven, practical steps for unifying and multiplying the value of their companies, whether they are large or small, or employ offline or online channels. Progressive leaders of masterbrand companies build their businesses upon brand-driven strategies, not just organizational values. They respond to the mandate from their people and the marketplace to reenergize their companies with a pervasive brand commitment. It is such a commitment that has helped to build masterbrand companies such as Apple Computer, Ikea, Home Depot, Nokia, and Starbucks, and leading Internet companies such as Yahoo!, eBay, and Amazon.com. In the pages within, The Masterbrand Mandate:
* Probes the power of the "brand community"-and its online counterpart, "brand.comm"-which often succeeds by literally giving away what was once jealously guarded as core proprietary assets
* Spotlights masterbrand best practices such as coaching employees to be "the customer's team," "out-branding" the competition by obsoleting your own positioning, and "interglobalizing" masterbrands to gain global advantage
* Demonstrates how rapidly evolving supply chains and value relationships accelerate the need for masterbrand building among a company's strategic and channel partners
* Analyzes leading masterbrand companies, including Sun Microsystems, Charles Schwab & Co., and AOL-Time Warner
* Features a closing segment in each chapter that poses practical questions and actions to consider in order to create unified masterbrands with maximum shareholder value
The Masterbrand Mandate is a leading-edge work that offers CEOs, their managers, and supporting providers and partners all the information and tools they need to build and sustain a formidable masterbrand community, even in the most competitive and volatile markets.

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Verlag
Wiley
Erscheinungsdatum
2000
Sprache
Englisch
ISBN 10 
047135659X
ISBN 13 
9780471356592
Einband
Gebundene Ausgabe
Auflage
1
Anzahl der Seiten
336
Kontakt zum Hersteller
Wiley-VCH GmbH
product_safety@wiley.com

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