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Romancing the Brand : How Brands Create Strong, Intimate Relationships with Consumers.
A young woman tells a focus group that Diet Coke is like her boyfriend. A twenty-something tattoos the logo of Turner Classic Movies onto his skin. These consumers aren't just using these brands. They are engaging in a rich, complex, ever-changing relationship, and they'll stay loyal, resi...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Wiley,
2014.
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| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 100 | 1 | |a Halloran, Tim. | |
| 245 | 1 | 0 | |a Romancing the Brand : |b How Brands Create Strong, Intimate Relationships with Consumers. |
| 260 | |a Hoboken : |b Wiley, |c 2014. | ||
| 300 | |a 1 online resource (275 pages) | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 505 | 0 | |a Cover; Title page; Copyright page; Contents; Dedication; 1: Romance and the Brand; My Beverage, My Boyfriend; New Perspectives and New Problems; A New Paradigm; Romancing the Brand; 2: Know Yourself; Determine How You'll Be Different; Find the One Thing; Forgo; Win Something; Look Within; Dig Deep; Transitioning to Emotionally Driven Connections; 3: Know Your Type; The Most Interesting Man in the World; Getting to Know the Twenty-Something Beer Drinker; An "Interesting" Proposition; From Regional Success to National Exposure; Creating a Bond; Your Distinctive Consumer. | |
| 505 | 8 | |a Providing Emotional and Social BenefitsDeveloping a Badge; Laddering Up; Functional and Emotional Benefits; Social Benefits; Your Unique Personality; The Essence of the Brand; Finding an Association; The Brand Personified; Marrying Brand and Association; 4: Meet Memorably; Nice to Meet You; Make Them Feel Special; Make Sure the Context Is Right; Stay Consistent; Establish Intimacy; Education Is Key; Make It Memorable; 5: Make It Mutual; Real Coke Taste and Zero Calories; Passing It On; Driving the Talk; Social Media in the Grand Scheme of Things; Crafting the Ideal Experience. | |
| 505 | 8 | |a Leverage Your EvangelistsEmphasize the Interaction; Understand the Role of Social Media; 6: Deepen the Connection; Making the Consumer Feel Important; A "Brand for Me"; A Unique Proposition; The TCM Viewer; Creating a Community; Indexing Passion; 7: Keep Love Alive; Storytelling; Defining Happiness; Spreading Happiness; Innovation Enhances Romance; Innovation to Escape Relationship "Ruts"; Reconnecting; Modernizing an Oldie; The Power of Innovation; 8: Making Up; Finding the Brand; The Falcons Fan; Rebuilding the Brand; Creating a Movement; Managing Through Crisis. | |
| 505 | 8 | |a 9: Breaking Up and Moving OnThe Sour Taste of "Lymon"; The Sprite 5 Cs; "Obey Your Thirst" Communication; A Meaningful Association; Building Consumption Frequency; The Art of Adaptation; Should I Stay or Should I Go?; The Marketing Blunder of the Century?; A Place for New Coke; Repositioning New Coke; Declaration of War; Ending the Relationship; Notes; Acknowledgments; About the Author; Index. | |
| 520 | |a A young woman tells a focus group that Diet Coke is like her boyfriend. A twenty-something tattoos the logo of Turner Classic Movies onto his skin. These consumers aren't just using these brands. They are engaging in a rich, complex, ever-changing relationship, and they'll stay loyal, resisting marketing gimmicks from competitors and influencing others to try the brand they love. How can marketers cultivate and grow the deep relationships that earn this kind of love and drive lasting success for their brands? In Romancing the Brand, branding expert Tim Halloran reveals wh. | ||
| 588 | 0 | |a Print version record. | |
| 590 | |a ProQuest Ebook Central |b Ebook Central Academic Complete | ||
| 650 | 0 | |a Branding (Marketing) | |
| 650 | 0 | |a Product management. | |
| 650 | 0 | |a Customer relations. | |
| 650 | 6 | |a Stratégie de marque. | |
| 650 | 6 | |a Produits commerciaux |x Gestion. | |
| 650 | 7 | |a branding. |2 aat | |
| 650 | 7 | |a Branding (Marketing) |2 fast | |
| 650 | 7 | |a Customer relations |2 fast | |
| 650 | 7 | |a Product management |2 fast | |
| 758 | |i has work: |a Romancing the brand (Text) |1 https://id.oclc.org/worldcat/entity/E39PCGmfGMcbqCBRRMbJBmKQVP |4 https://id.oclc.org/worldcat/ontology/hasWork | ||
| 776 | 0 | 8 | |i Print version: |a Halloran, Tim. |t Romancing the Brand : How Brands Create Strong, Intimate Relationships with Consumers. |d Hoboken : Wiley, ©2014 |z 9781118611289 |
| 856 | 4 | 0 | |u https://ebookcentral.uam.elogim.com/lib/uam-ebooks/detail.action?docID=1586582 |z Texto completo |
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