LEADER 06910nam 2200529 450 001 9910821647703321 005 20230808195456.0 010 $a9781119308072 (eBook) 035 $a(CKB)3710000000865992 035 $a(MiAaPQ)EBC4691474 035 $a(Au-PeEL)EBL4691474 035 $a(CaPaEBR)ebr11268131 035 $a(CaONFJC)MIL961508 035 $a(OCoLC)958937128 035 $a(EXLCZ)993710000000865992 100 $a20160912h20162016 uy| 0 101 0 $aeng 135 $aurcnu|||||||| 181 $2rdacontent 182 $2rdamedia 183 $2rdacarrier 200 10$aBrand admiration $ebuilding a business people love /$fC. Whan Park, Deborah J. MacInnis, Andreas B. Eisengerich 210 1$aHoboken :$cWiley,$d[2016] 210 4$dİ2016 215 $a1 online resource (291 pages) $ccolor illustrations 300 $aIncludes index. 311 0 $a9781119308065 (Hardback) 327 $aMachine generated contents note: List of Figures List of Tables Author Biographies 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 Endnotes: Chapter 1 Chapter 2 Living Examples of Admired Brands Introduction Overview Admired Brand in the B2b Market Admired Brand in Non-Profit (Service) Market Admired Brand in International Market Types of Brands Key Takeaways What About your Brand? Endnotes: Chapter 2 Chapter 3 The Science Behind Brand Admiration Introduction Overview Brand Admiration Brand Trust, Love and Respect How to Build Brand Admiration Key Takeaways Endnotes: Chapter 3 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? Endnotes: Chapter 4 Chapter 5 Building Brand Admiration Among External 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? Endnotes: Chapter 5 Chapter 6: Building Top-of-Mind Brand Recall Introduction Overview Key Issues in Tom Brand Recall Enhancing Tom Brand Recall Using Logos Designing Logos, Brand Names, Product/Package Designs Jointly Key Takeaways What About your Brand? Endnotes: Chapter 6 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? Endnotes: Chapter 7 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? Endnotes: Chapter 8 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? Endnotes: Chapter 9 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 Periodic Assessment of Brand Architecture Design Brand Architecture Design: Key Takeaways What About your Brand? Endnotes: Chapter 10 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? Endnotes: Chapter 11 Chapter 12 Brand Dashboards Introduction Overview What Can a Brand Admiration Dashboard Do For You? The Brand Admiration Dashboard: An Illustrative Example Key Takeaways from This Chapter What About your Brand? Appendix Endnotes: Chapter 12 Afterword: Concluding Thoughts. 330 $a"Brand Admiration uses deep research on consumer psychology, marketing, consumer engagement and communication to develop a powerful, integrated perspective and innovative approach to brand management. Using numerous real-world examples and backed by research from top notch academics, this book describes how companies can turn a product, service, corporate, person or place brand into one that customers love, trust and respect; in short, how to make a brand admired. The result? Greater brand loyalty, stronger brand advocacy, and higher brand equity. Admired brands grow more revenue in a more efficient way over a longer period of time and with more opportunities for growth. The real power of Brand Admiration is that it provides concrete, actionable guidance on how brand managers can make customers (and employees) admire a brand. Admired brands don't just do the job; they offer exactly what customers need (enabling benefits), in way that's pleasing, fun, interesting, and emotionally involving (enticing benefits), while making people feel good about themselves (enriching benefits). Providing these benefits, called 3 Es, is foundational to building , strengthening and leveraging brand admiration. In addition, the authors articulate a common-sense and action based measure of brand equity, and they develop dashboard metrics to diagnose if there are any 'canaries in the coal mine', and if so, what to do next. In short, Brand Admiration provides a coherent, cohesive approach to helping the brand stand the test of time. A well-designed, well-managed brand becomes a part of the public consciousness, and ultimately, a part of the culture. This trajectory is the fruit of decisions made from an integrated strategic standpoint. This book shows you how to shift the process for your brand, with practical guidance and an analytical approach"--$cProvided by publisher. 606 $aBranding (Marketing) 606 $aStrategic planning 606 $aDecision making 615 0$aBranding (Marketing) 615 0$aStrategic planning. 615 0$aDecision making. 676 $a658.8/27 686 $aBUS043000$2bisacsh 700 $aPark$b C. Whan$01647514 702 $aMacInnis$b Deborah J. 702 $aEisingerich$b A. B$g(Andreas B.), 801 0$bMiAaPQ 801 1$bMiAaPQ 801 2$bMiAaPQ 906 $aBOOK 912 $a9910821647703321 996 $aBrand admiration$94097003 997 $aUNINA LEADER 01123nam a2200301 i 4500 001 991002368359707536 005 20250227170408.0 008 010514s1969 it er ||1 | ita d 035 $ab1099869x-39ule_inst 035 $aPARLA161226$9ExL 040 $aBibl. Dip.le Aggr. Studi Umanistici - Sez. Filosofia$bita$dSocioculturale Scs 041 0 $aita 082 04$a335.4119$223 100 1 $aLabriola, Antonio$d<1843-1904>$0118891 245 13$aLa concezione materialistica della storia /$cAntonio Labriola ; a cura e con un'introduzione di Eugenio Garin 250 $a2. ed. 260 $aBari :$bLaterza,$c1969 300 $aLXVII, 365 p. ;$c18 cm. 490 1 $aUniversale Laterza ;$v9 650 4$aMaterialismo storico 700 1 $aGarin, Eugenio 830 0$aUniversale Laterza ;$v9 907 $a.b1099869x$b23-02-17$c28-06-02 912 $a991002368359707536 945 $aLE005IF II F 5$g1$i2005000264214$lle005$o-$pE0.00$q-$rl$s-$t0$u1$v6$w1$x0$y.i11114502$z28-06-02 996 $aConcezione materialistica della storia$9199603 997 $aUNISALENTO 998 $ale005$b01-01-01$cm$da$e-$fita$git$h3$i1