Brand admiration: building a business people love
"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...
Gespeichert in:
| Hauptverfasser: | , , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Hoboken
Wiley
[2016]
|
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| 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. 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"... "Brand Admiration provides an integrated perspective on how to make strategic and tactical branding decisions"... |
| Beschreibung: | Includes index |
| Beschreibung: | XVII, 270 Seiten |
| ISBN: | 9781119308065 |
Internformat
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| 520 | |a "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"... | ||
| 520 | |a "Brand Admiration provides an integrated perspective on how to make strategic and tactical branding decisions"... | ||
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| 650 | 4 | |a Strategic planning | |
| 650 | 4 | |a Decision making | |
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| 700 | 1 | |a Macinnis, Deborah J. |4 aut | |
| 700 | 1 | |a Eisingerich, Andreas B. |4 aut | |
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Datensatz im Suchindex
| _version_ | 1804176676258578432 |
|---|---|
| adam_text | BRAND ADMIRATION
/ / / / PARK, C. WHANYYEAUTHOR
: : : : 2016
TABLE OF CONTENTS / INHALTSVERZEICHNIS
^^ - 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
DIESES SCHRIFTSTUECK WURDE MASCHINELL ERZEUGT.
|
| any_adam_object | 1 |
| author | Park, Cyril Wright Macinnis, Deborah J. Eisingerich, Andreas B. |
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| ctrlnum | (OCoLC)962378191 (DE-599)BVBBV043820724 |
| dewey-full | 658.8/27 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8/27 |
| dewey-search | 658.8/27 |
| dewey-sort | 3658.8 227 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| format | Book |
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| id | DE-604.BV043820724 |
| illustrated | Not Illustrated |
| indexdate | 2024-07-10T07:35:58Z |
| institution | BVB |
| isbn | 9781119308065 |
| language | English |
| lccn | 016031555 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-029231730 |
| oclc_num | 962378191 |
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| owner_facet | DE-1049 DE-473 DE-BY-UBG |
| physical | XVII, 270 Seiten |
| publishDate | 2016 |
| publishDateSearch | 2016 |
| publishDateSort | 2016 |
| publisher | Wiley |
| record_format | marc |
| spelling | Park, Cyril Wright aut Brand admiration building a business people love C. W. Park, Deborah MacInnis, Andreas Eisengerich Hoboken Wiley [2016] XVII, 270 Seiten txt rdacontent n rdamedia nc rdacarrier Includes index "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"... "Brand Admiration provides an integrated perspective on how to make strategic and tactical branding decisions"... BUSINESS & ECONOMICS / Marketing / General bisacsh Wirtschaft Branding (Marketing) Strategic planning Decision making BUSINESS & ECONOMICS / Marketing / General Macinnis, Deborah J. aut Eisingerich, Andreas B. aut Erscheint auch als Online-Ausgabe, EPUB 9781119308096 LoC Fremddatenuebernahme application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029231730&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Park, Cyril Wright Macinnis, Deborah J. Eisingerich, Andreas B. Brand admiration building a business people love BUSINESS & ECONOMICS / Marketing / General bisacsh Wirtschaft Branding (Marketing) Strategic planning Decision making BUSINESS & ECONOMICS / Marketing / General |
| title | Brand admiration building a business people love |
| title_auth | Brand admiration building a business people love |
| title_exact_search | Brand admiration building a business people love |
| title_full | Brand admiration building a business people love C. W. Park, Deborah MacInnis, Andreas Eisengerich |
| title_fullStr | Brand admiration building a business people love C. W. Park, Deborah MacInnis, Andreas Eisengerich |
| title_full_unstemmed | Brand admiration building a business people love C. W. Park, Deborah MacInnis, Andreas Eisengerich |
| title_short | Brand admiration |
| title_sort | brand admiration building a business people love |
| title_sub | building a business people love |
| topic | BUSINESS & ECONOMICS / Marketing / General bisacsh Wirtschaft Branding (Marketing) Strategic planning Decision making BUSINESS & ECONOMICS / Marketing / General |
| topic_facet | BUSINESS & ECONOMICS / Marketing / General Wirtschaft Branding (Marketing) Strategic planning Decision making |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029231730&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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