Brand Admiration: Building A Business People Love by C. Whan Park
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.
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.
Table 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 What about Your Brand? 186 Notes 187 Chapter 10 Brand Architecture Design 189 Introduction 189 Overview 190 Brand Naming Options in Brand Architecture Design 191 Designing the Structure of the Company s Brand Architecture 201 Criteria in Choosing a Branding Option in the Company s Brand Architecture 203 Key Takeaways 209 What about Your Brand? 210 Notes 210 SECTION 4 ASSESSING THE VALUE OF ADMIRED BRANDS TO FIRMS AND CUSTOMERS 213 Chapter 11 Measuring Brand Equity 215 Introduction 215 Overview 216 Perspective on Brand Equity 218 Measuring Brand Equity 220 Appeal of the Brand-Equity Measure 227 Key Takeaways 234 What about Your Brand? 236 Notes 236 Chapter 12 Brand Dashboards 239 Introduction 239 Overview 240 What a Brand Admiration Dashboard Can Do for You? 242 The Brand Admiration Dashboard: An Illustrative Example 245 Key Takeaways 254 What about Your Brand? 255 Appendix 256 Notes 258 Afterword: Concluding Thoughts 261 Index 263
Brand Admiration: Building A Business People Love by C. Whan Park
C. Whan Park
Used - Very Good
John Wiley & Sons Inc
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