Home » The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value by Lynn B. Upshaw
The Masterbrand Mandate: The Management Strategy That Unifies Companies and Multiplies Value Lynn B. Upshaw

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

Lynn B. Upshaw

Published August 21st 2000
ISBN : 9780471356592
Hardcover
322 pages
Enter the sum

 About the Book 

A close look at the brand-recognition strategies of some of the worlds best-known organizationsWritten by an experienced, high-profile brand builder, this book explores the branding strategies behind the success of household-name companies. ItMoreA close look at the brand-recognition strategies of some of the worlds best-known organizationsWritten 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. It also addresses a unique aspect of brand building: how to develop and manage a brand thats based on the company behind the product, not simply the product itself.Lynn Upshaw (San Rafael, CA) is a principal of Upshaw & Associates Consulting and Senior Consultant to Interbrand, Inc., an Omnicom company. He is the author of Building Brand Identity (Wiley). Earl Taylor, PhD (Cambridge, MA), is Senior Vice President of Cambridge Reports/Research International, a corporate research organization.