The Masterbrand Mandate

The Masterbrand Mandate

Starbucks, The Gap und Nike gehören zu den Spitzenmarken. "The Masterbrand Mandate" analysiert die Branding-Strategien, mit denen diese Markennamen zum Begriff geworden sind und sich von der Konkurrenz abheben. Untersucht wird, welche Bedeutung die Förderung und Pflege eines Gemeinschaftsgefühls hat, und zwar sowohl innerhalb des Unternehmens als auch bei Kunden, strategischen Planern und in den globalen Märkten.

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 valueThe 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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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.

Inhaltsangabe

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.