Brand Admiration: Building A Business People Love

Author : C. Whan Park, Deborah J. MacInnis, Andreas B. Eisingerich, Allen Weiss
Price : Rs 499.00
ISBN 13 : 9788126565856
ISBN 10 : 8126565853
Pages : 288
Type : Paperbound
Remarks : Exclusively distributed by Penguin Books

Brand Admiration: Building a Business People Love

Details

Brand Admiration provides an integrated perspective on how to make strategic and tactical branding decisions. The myriad real-world examples, using the world's most admired brands, reinforce and make tangible the book's concepts and integrative perspective. Brand Admiration will help readers understand how strategic and tactical elements of branding work together and over time. It is the only book that provides a coherent and integrated perspective on branding decisions over time. It discusses pertinent issues relevant to the introduction of a new brand to the marketplace, its enhancement in the face of competitive pressures and marketplace dynamics and how it can be leveraged through brand extensions; brand alliances; partnerships, etc.

List of Figures

List of Tables

About the Authors

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
  • Notes

 

Chapter 2 Living Examples of Admired Brands

  • Introduction
  • Overview
  • Admired Brand in the B2B Market
  • Admired Brand in the Nonprofit (Service) Market
  • Admired Brand in the International Market
  • Types of Brands
  • Key Takeaways
  • What about Your Brand?
  • Notes

 

Chapter 3 The Science behind Brand Admiration

  • Introduction
  • Overview
  • The Theory behind Brand Admiration
  • Brand Trust, Love and Respect
  • How to Build Brand Admiration: The 3Es
  • Key Takeaways
  • What about Your Brand?
  • Notes

 

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?
  • Notes

 

Chapter 5 Building Brand Admiration among 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?
  • Notes

 

Chapter 6 Building Top-of-Mind Brand Recall

  • Introduction
  • Overview
  • Key Issues in TOM Brand Recall
  • Enhancing TOM Brand Recall Using Logos
  • Enhancing TOM Brand Recall Using Brand Names
  • Enhancing TOM Brand Recall Using Product (Package) Design
  • Designing Logos, Brand Names and Product / Package Designs Jointly
  • Key Takeaways
  • What about Your Brand?
  • Notes

 

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?
  • Notes

 

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?
  • Notes

 

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?
  • Notes

 

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
  • Key Takeaways
  • What about Your Brand?
  • Notes

 

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?
  • Notes

 

Chapter 12 Brand Dashboards

  • Introduction
  • Overview
  • What a Brand Admiration Dashboard Can Do for You?
  • The Brand Admiration Dashboard: An Illustrative Example
  • Key Takeaways
  • What about Your Brand?

 

Appendix

Notes

Afterword: Concluding Thoughts

Index

 

C. Whan Park has published numerous articles in leading journals, including the Journal of Marketing Research, Journal of Consumer Research, and Journal of Marketing. He was the editor of the Journal of Consumer Psychology (2008-2012) and serves on the editorial board of the Journal of Marketing and the Journal of Consumer Psychology. Professor Park is currently director of Global Branding Center.

 

Dr Andreas B. Eisingerich is Professor of Marketing at Imperial College Business School. Prior to joining Imperial College Business School, Dr Eisingerich managed the Center for Global Innovation at the University of Southern California's Marshall School of Business in Los Angeles. Dr Eisingerich is best known for his work on consumer engagement and communication strategies, brand management and service innovation. Current research projects are on the engagement of consumers in different business contexts, including e-commerce and healthcare, the management of brand extension portfolios for greater firm value as well as positive feedback effects of far brand extensions.

 

Deborah MacInnis is an expert in marketing communications, information processing, branding, and emotions, who has published in the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and Journal of Personality and Social Psychology, among others and the Alpha Kappa PSI Awards. She received the Maynard for the most significant contribution to marketing thought in the Journal of Marketing. She is current co-editor of the Journal of Consumer Research, former associate editor of the Journal of Consumer Psychology and past President of the Association for Consumer Research.