Fr. 40.90

Brand Admiration - Building a Business People Love

English · Hardback

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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 <...

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