In this study, branding consultant Duane Knapp analyzes the methods of his clients (who include AT&T and Federated Department Stores) and other top marketing performers to understand what makes a successful brand. His analysis, based on a detailed examination of some of the most innovative and powerful brand companies in the world, is presented as a practical methodology that can be used by executives, brand managers, marketers and entrepreneurs to build a brand that adds value to their bottom line. The author uses case studies of a range of market leaders, including Starbucks, Whirlpool, Lexus and Hallmark, to illustrate his central point: that successful companies do more than come up with a brand, a catchy phrase and expensive advertising. Rather, building a brand and managing it profitably requires that the entire organization adopt the brand as a way of thinking - the brand mindset. (c) Copyright 2002, The HW Wilson Company