Cantitate/Preț
Produs

Brand Admiration: Building A Business People Love

De (autor) , ,
Notă GoodReads:
en Limba Engleză Carte Hardback – 15 Nov 2016
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.
Citește tot Restrânge

Preț: 12771 lei

Preț vechi: 14286 lei
-11%

Puncte Express: 192

Preț estimativ în valută:
2607 $ 2282£

Carte disponibilă

Livrare economică 06-18 iulie
Livrare express 22-26 iunie pentru 4056 lei

Preluare comenzi: 021 569.72.76

Specificații

ISBN-13: 9781119308065
ISBN-10: 1119308062
Pagini: 304
Dimensiuni: 160 x 238 x 25 mm
Greutate: 0.48 kg
Editura: Wiley
Locul publicării: Hoboken, United States

Cuprins

List of Figures
List of Tables
Author Biographies
Foreword
Preface: What Makes This Book Different?
SECTION 1: THE BIG PICTURE
Chapter 1 Why Brand Admiration?
Introduction
The Value of a Brand
The Brand Admiration Management System
Endnotes: Chapter 1
Chapter 2 Living Examples of Admired Brands
Introduction
Overview
Admired Brand in the B2b Market
Admired Brand in Non–Profit (Service) Market
Admired Brand in International Market
Types of Brands
Key Takeaways
What About your Brand?
Endnotes: Chapter 2
Chapter 3 The Science Behind Brand Admiration
Introduction
Overview
Brand Admiration
Brand Trust, Love and Respect
How to Build Brand Admiration
Key Takeaways
Endnotes: Chapter 3
SECTION 2: BUILDING ADMIRED BRANDS
Chapter 4 Building Admiration from the Inside
Introduction
Overview
Employees as Brand Building Resources
Creating a Meaningful Mission Statement
Enabling, Enticing and Enriching Features That Make the Mission Statement Come to Life
Enabling, Enticing and Enriching Employees as People
Key Takeaways
What About your Brand?
Endnotes: Chapter 4
Chapter 5 Building Brand Admiration Among External Customers
Introduction
Overview
The Brand Positioning Statement
Strategic Decisions for Developing a Positioning Statement
Positioning Statement and Financial Goals
Key Takeaways
What About your Brand?
Endnotes: Chapter 5
Chapter 6: Building Top–of–Mind Brand Recall
Introduction
Overview
Key Issues in Tom Brand Recall
Enhancing Tom Brand Recall Using Logos
Designing Logos, Brand Names, Product/Package Designs Jointly
Key Takeaways
What About your Brand?
Endnotes: Chapter 6
SECTION 3: STRENGTHENING AND LEVERAGING ADMIRED BRANDS
Chapter 7: Strengthening Brand Admiration
Introduction
Overview
Value Enhancement Strategies That Strengthen Brand Admiration
Strategies That Manipulate Brand Benefits
Strategies That Adjust a Benefit s Importance Weight
Strategies That Create (Change) the Referent
Thinking Broadly About Value Enhancement Strategies
Key Takeaways
What About your Brand?
Endnotes: Chapter 7
Chapter 8 Leveraging Brand Admiration: Extension and Feedback Effects
Introduction
Overview
Why Leverage an Admired Brand
How to Leverage a Brand: Product and Brand Extension Strategies
Key Takeaways
What About your Brand?
Endnotes: Chapter 8
Chapter 9 Leveraging Brand Admiration: Implementation Issues
Introduction
Overview
When Are Product And Brand Extensions Most Likely To Be Successful?
Is High Fit Always Necessary?
Achieving Optimal Extension and Feedback Effects Over Time
Key Takeaways
What About your Brand?
Endnotes: Chapter 9
Chapter 10 Brand Architecture Design
Introduction
Overview
Brand Naming Options in Brand Architecture Design
Designing The Structure of The Company s Brand Architecture
Criteria in Choosing a Branding Option in the Company s Brand Architecture
Periodic Assessment of Brand Architecture Design
Brand Architecture Design: Key Takeaways
What About your Brand?
Endnotes: Chapter 10
SECTION 4: ASSESSING THE VALUE OF ADMIRED BRANDS TO FIRMS AND CUSTOMERS
Chapter 11 Measuring Brand Equity
Introduction
Overview
Perspective on Brand Equity
Measuring Brand Equity
Appeal of the Brand Equity Measure
Key Takeaways
What About your Brand?
Endnotes: Chapter 11
Chapter 12 Brand Dashboards
Introduction
Overview
What Can a Brand Admiration Dashboard Do For You?
The Brand Admiration Dashboard: An Illustrative Example
Key Takeaways from This Chapter
What About your Brand?
Appendix
Endnotes: Chapter 12
Afterword: Concluding Thoughts

Textul de pe ultima copertă

PRAISE FOR BRAND ADMIRATION

"The brand admiration model provides a compelling framework (the 3Es) for developing brands that enhance value to customers and companies 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

"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 gold mine for thoughtful practitioners interestedin 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, and former executive director of the Marketing Science Institute

"This book constitutes a rich and insightful addition to the world of brand strategy, as it pinpoints the ins and outs of how to build a beloved brand. For anyone or any company committed to being an admired brand, this book is required."
--EUI SUN CHUNG, vice chairman, Hyundai Motor Company

"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- and 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, and Professor of Marketing, Stanford Graduate School of Business

"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 director at Nestl USA


Notă biografică

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.