000			03242cam a2200361 i 4500
001			19270900
003			FBU
005			20181214152013.0
008			160912s2016 nju b 001 0 eng
010			_a 2016031555
020			_a9781119308065 (hardback : alk. paper)
020			_z9781119308096 (epub)
040			_aDLC _beng _cDLC _erda _dDLC
042			_apcc
050	0	0	_aHF5415.1255 _b.P367 2016
082	0	0	_a658.8 BUS 2016 _223
084			_aBUS043000 _2bisacsh
100	1		_aPark, C. Whan, _eauthor.
245	1	0	_aBrand admiration : _bbuilding a business people love / _cC. Whan Park, Deborah J. MacInnis, Andreas B. Eisengerich ; Foreword by Allen Weiss.
300			_axxii, 261 pages ; _c22 cm
504			_aIncludes bibliographical references and index.
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"--
650		0	_aBranding (Marketing)
650		0	_aStrategic planning.
650		0	_aDecision making.
650		7	_aBUSINESS & ECONOMICS / Marketing / General. _2bisacsh
700	1		_aMacInnis, Deborah J., _eauthor.
700	1		_aEisingerich, A. B. _q(Andreas B.), _eauthor.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cQ CH A
999			_c4521 _d4521