Brand Admiration - Building a Business People Love

Informationen zum Autor Dr. C. Whan Park is the Robert E. Brooker Professor of Marketing, and director of the Global Branding Center at USC Marshall School of Business, Los Angeles, CA. Dr. Deborah J. MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Professor of Marketing at USC Marshall School of Business. Andreas B. Eisingerich is professor of marketing at Imperial College Business School. Klappentext Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth.The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration.In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time.A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach. Zusammenfassung Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Inhaltsverzeichnis List of Figures ix List of Tables x About the Authors xi Foreword xiii Preface: What Makes This Book Different? xv SECTION 1 THE BIG PICTURE 1 Chapter 1 Why Brand Admiration? 3 Introduction 3 The Value of a Brand 4 The Brand Admiration Management System 15 Notes 18 Chapter 2 Living Examples of Admired Brands 21 Introduction 21 Overview 24 Admired Brand in the B2B Market 25 Admired Brand in the Nonprofit (Service) Market 28 Admired Brand in the International Market 29 Types of Brands 30 Key Takeaways 33 What about Your Brand? 34 Notes 35 Chapter 3 The Science behind Brand Admiration 37 Introduction 37 Overview 37 The Theory behind Brand Admiration 38 Brand Trust, Love, and Respect 41 How to Build Brand Admiration: The 3Es 43 Key Takeaways 52 What about Your Brand? 53 Notes 54 SECTION 2 BUILDING ADMIRED BRANDS 59 Chapter 4 Building Admiration from the Inside 61 Introduction 61 Overview 62 Employees as Brand-Building Resources 62 Creating a Meaningful Mission Statement 65 Enabling, Enticing, and Enriching Features That Make the Mission Statement Come to Life 67 <...

List of contents

List of Figures ix
 
List of Tables x
 
About the Authors xi
 
Foreword xiii
 
Preface: What Makes This Book Different? xv
 
SECTION 1 THE BIG PICTURE 1
 
Chapter 1 Why Brand Admiration? 3
 
Introduction 3
 
The Value of a Brand 4
 
The Brand Admiration Management System 15
 
Notes 18
 
Chapter 2 Living Examples of Admired Brands 21
 
Introduction 21
 
Overview 24
 
Admired Brand in the B2B Market 25
 
Admired Brand in the Nonprofit (Service) Market 28
 
Admired Brand in the International Market 29
 
Types of Brands 30
 
Key Takeaways 33
 
What about Your Brand? 34
 
Notes 35
 
Chapter 3 The Science behind Brand Admiration 37
 
Introduction 37
 
Overview 37
 
The Theory behind Brand Admiration 38
 
Brand Trust, Love, and Respect 41
 
How to Build Brand Admiration: The 3Es 43
 
Key Takeaways 52
 
What about Your Brand? 53
 
Notes 54
 
SECTION 2 BUILDING ADMIRED BRANDS 59
 
Chapter 4 Building Admiration from the Inside 61
 
Introduction 61
 
Overview 62
 
Employees as Brand-Building Resources 62
 
Creating a Meaningful Mission Statement 65
 
Enabling, Enticing, and Enriching Features That Make the Mission Statement Come to Life 67
 
Enabling, Enticing, and Enriching Employees as People 72
 
Key Takeaways 78
 
What about Your Brand? 79
 
Notes 79
 
Chapter 5 Building Brand Admiration among Customers 83
 
Introduction 83
 
Overview 84
 
The Brand-Positioning Statement 84
 
Strategic Decisions for Developing a Positioning Statement 86
 
Positioning Statement and Financial Goals 101
 
Key Takeaways 101
 
What about Your Brand? 102
 
Notes 103
 
Chapter 6 Building Top-of-Mind Brand Recall 105
 
Introduction 105
 
Overview 106
 
Key Issues in TOM Brand Recall 107
 
Enhancing TOM Brand Recall Using Logos 111
 
Enhancing TOM Brand Recall Using Brand Names 113
 
Enhancing TOM Brand Recall Using Product (Package) Design 115
 
Designing Logos, Brand Names, and Product/Package Designs Jointly 119
 
Key Takeaways 120
 
What about Your Brand? 121
 
Notes 122
 
SECTION 3 STRENGTHENING AND LEVERAGING ADMIRED BRANDS 125
 
Chapter 7 Strengthening Brand Admiration 127
 
Introduction 127
 
Overview 128
 
Value-Enhancement Strategies That Strengthen Brand Admiration 130
 
Strategies That Manipulate Brand Benefits 132
 
Strategies That Adjust a Benefit's ImportanceWeight 137
 
Strategies That Create (Change) the Referent 139
 
Thinking Broadly about Value-Enhancement Strategies 141
 
Key Takeaways 143
 
What about Your Brand? 144
 
Notes 145
 
Chapter 8 Leveraging Brand Admiration: Extension and Feedback Effects 147
 
Introduction 147
 
Overview 147
 
Why Leverage an Admired Brand? 148
 
How to Leverage a Brand: Product and Brand Extension Strategies 151
 
Key Takeaways 164
 
What about Your Brand? 165
 
Notes 165
 
Chapter 9 Leveraging Brand Admiration: Implementation Issues 167
 
Introduction 167
 
Overview 168
 
When Are Product and Brand Extensions Most Likely to Be Successful? 168
 
Is High Fit Always Necessary? 176
 
Achieving Optimal Extension and Feedback Effects over Time 179
 
Key Takeaways 186
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Report

"Park, MacInnis and Eisingerich provide a powerful yet immensely practical perspective on building and managing brand admiration. Solidly grounded in academic research, the book provides an array of actionable tools to curate and measure brand admiration for the short as well as long-term success of brands. This book is a must read for senior executives in businesses large and small, as well as for those who are directly involved in managing brand performance." Baba Shiv, Sanwa Bank, Limited, Professor of Marketing, Stanford Graduate School of Business
 

"Park, MacInnis and Eisingerich bring their wealth of experience and insight to offer a thorough, original and practical view of branding. Comprehensive, concise and highly actionable, their detailed development of the brand admiration concept is a virtual goldmine for thoughtful practitioners interested in improving the design, implementation and measurement of their branding strategies." Kevin L. Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth University. Former Executive Director of the Marketing Science Institute.
 

"Finally, a book that evolves the discipline of branding with a fresh, comprehensive, and practical approach. This is a must-read for business leaders looking to build an enduring brand that will maximize the value of their company." --Doreen Ida, former Division President and Marketing Executive at Nestle, USA.
 

"The brand admiration model provides a compelling framework (the 3E's) for developing brands that enhance value to customers and company alike. Such brands connect with customers and meet goals contributing to their happiness by providing meaning, identity, and emotion. This is powerful stuff!" James R. Bettman, Burlington Industries Professor, Fuqua School of Business, Duke University
 

"This book constitutes a rich and insightful addition in the world of brand strategy as it pinpoints the ins and outs of how to build a beloved brand. Any one or any company committed in being an "Admired Brand", this one is required."- Eui Sun Chung, Vice Chairman, Hyundai Motor Company
 

"Savvy branders like Apple and Nike know that to win you need to go beyond functionality into emotionality. But how do you execute on making your brand human? Park, MacInnis and Eisingerich provide an easy-to-use roadmap grounded in rigorous consumer psychology research. Their Enable, Entice, Enrich framework is logical, intuitive, and timely. This book gives you the conceptual tools to create and sustain brands that are admired." Rohit Deshpandé, Sebastian S. Kresge Professor of Marketing
 
Harvard Business School, Former Executive Director of the Marketing Science Institute
 

"There is much to admire about Brand Admiration! The authors present a cutting-edge framework practitioners can use to build valuable brands that consumers trust, love, and respect." Deborah Roedder-John, Professor, Curtis L. Carlson Chair in Marketing, Carlson School of Business, University of Minnesota.
 

"Brands are social evaluations of organisational vitality. Every leader is looking for ways to enhance their brand and reputation in crowded chatter. Park, MacInnis, and Eisingerich offer a practical, research-driven toolbox that unlocks a truly insightful and innovative approach to branding. Must read!" Gerry George, current Dean and Professor of Innovation and Entrepreneurship Singapore Management University. Editor, Academy of Management Journal
 

"This book beautifully solidifies why experiential marketing is one of three essential elements that contribute to making a brand admired. The breakthrough integrative framework brilliantly conveys the key issues brand managers must consider when growing their brands." Bernd Schmitt, Robert D. Calkins Professor of International Business, Marketing at Columbia University and Faculty Director of Center on Global Brand Leadership

Product details

• Authors: Andr Eisingerich, Andreas B. Eisingerich, Eisingerich Andreas B., Deborah Macinnis, Deborah J Macinnis, Deborah J. MacInnis, Deborah J. Park Macinnis, MacInnis Deborah J., C Wha Park, C Whan Park, C. Whan Park, C. Whan Macinnis Park, Ch Park, Choong Park, Park C. Whan, Allen M. Weiss
• Assisted by: Allen M. Weiss (Foreword), Weiss Allen M. (Foreword)
• Publisher: Wiley, John and Sons Ltd
• Languages: English
• Product format: Hardback
• Released: 31.10.2016
• EAN: 9781119308065
• ISBN: 978-1-119-30806-5
• No. of pages: 288
• Subjects: Social sciences, law, business > Business > Advertising, marketing; strategisches marketing, Business & management, Wirtschaft u. Management, Strategic Marketing