The Masterbrand Mandate

The Masterbrand Mandate

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Advance Praise for The Masterbrand Mandate qThe 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.q -Bruce L. Claflin President and COO, 3Com Corporation qThe 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.q -David Aaker Vice Chairman, Prophet Brand Strategy and Coauthor of Brand Leadership qThe Masterbrand Mandate is a superb read for anyone involved in the management or building of brands.q -Steven McMillan President and COO, Sara Lee Corporation qThe 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.q -Kevin Lane Keller E. B. Osborn Professor of Marketing, Dartmouth College qLynn 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.q -Charles Brymer Group Chief Executive, Interbrand CorporationLike Maytag, Hyundai was in danger of giving its repair people aquot;the loneliest job in the world. ... the Hyundai Enterprise Internet Commerce System a€” an extranet that links dealers, distributors, consumers, and independent auto repair shops.

Title:The Masterbrand Mandate
Author:Lynn B. Upshaw, Earl L. Taylor
Publisher:John Wiley & Sons - 2000-09-04


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