Brand Intelligence

Author: Don E. Knapp
Publisher:
Publish Date: 2001-06-01
Features: The author is one of the founders of Chevrolet Motor Company and has made great contributions to building the highly appealing Chevrolet brand since the 1970s. For most of his life, he has been dedicated to pursuing brand excellence and has once become a respected expert in brand research and practice. In this book, the author clearly describes what constitutes a great brand and how to shape one. Naming a brand is one thing, nurturing a brand is another. In this book, Don Knapp elaborates in detail on what a "true brand" is and the five steps to cultivate a "true brand." For rapidly growing businesses, "brand building" is an important part of their corporate strategy, and this book introduces practical methods for "brand building" specifically for them, while also providing concrete steps for various types of businesses.