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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...
| Clasificación: | Libro Electrónico |
|---|---|
| Autores principales: | , , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Hoboken :
Wiley,
[2016]
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| Temas: | |
| Acceso en línea: | Texto completo |
Tabla de Contenidos:
- Cover; Title Page; Copyright; Contents; 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.
- IntroductionOverview; 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 CustomersIntroduction; 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 StrategiesKey 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.