Strong Brands Strong Relationships

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Strong Brands, Strong Relationships

Susan Fournier,Michael Breazeale,Jill Avery
Strong Brands Strong Relationships Book PDF

Author : Susan Fournier,Michael Breazeale,Jill Avery
Publisher : Routledge
Page : 477 pages
File Size : 55,7 Mb
Release : 2015-06-12
Category : Business & Economics
ISBN : 9781317662358

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Strong Brands, Strong Relationships by Susan Fournier,Michael Breazeale,Jill Avery Pdf

From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes the study of brand relationships outside of traditional realms by applying new theoretical frameworks and considering new contexts. The result is an expanded and better-informed account of people’s relationships with brands and a demonstration of the important and timely implications of this evolving sub-discipline. A range of different brand relationship environments are explored in the collection, including: online digital spaces, consumer collectives, global brands, luxury brands, branding in terrorist organizations, and the brand relationships of men and transient consumers. This book attends to relationship endings as well as their beginnings, providing a full life-cycle perspective. While the first volume focused on positive relationship benefits, this collection explores dysfunctional dynamics, adversarial and politically-charged relationships, and those that are harmful to well-being. Evocative constructs are leveraged, including secrets, betrayals, anthropomorphism, lying, infidelity, retaliation, and bereavement. The curated collection provides both a deeper theoretical understanding of brand relationship phenomena and ideas for practical application from experiments and execution in commercial practice. Strong Brands, Strong Relationships will be the perfect read for marketing faculty and graduate students interested in branding dynamics, as well as managers responsible for stewarding brands.

Consumer-Brand Relationships

Susan Fournier,Michael Breazeale,Marc Fetscherin
Consumer Brand Relationships Book PDF

Author : Susan Fournier,Michael Breazeale,Marc Fetscherin
Publisher : Routledge
Page : 501 pages
File Size : 43,7 Mb
Release : 2012-03-29
Category : Business & Economics
ISBN : 9781136470974

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Consumer-Brand Relationships by Susan Fournier,Michael Breazeale,Marc Fetscherin Pdf

The creation and management of customer relationships is fundamental to the practice of marketing. Marketers have long maintained a keen interest in relationships: what they are, why they are formed, what effects they have on consumers and the marketplace, how they can be measured and when and how they evolve and decline. While marketing research has a long tradition in the study of business relationships between manufacturers and suppliers and buyers and sellers, attention in the past decade has expanded to the relationships that form between consumers and their brands (such as products, stores, celebrities, companies or countries). The aim of this book is to advance knowledge about consumer-brand relationships by disseminating new research that pushes beyond theory, to applications and practical implications of brand relationships that businesses can apply to their own marketing strategies. With contributions from an impressive array of scholars from around the world, this volume will provide students and researchers with a useful launch pad for further research in this blossoming area.

Romancing the Brand

Tim Halloran
Romancing the Brand Book PDF

Author : Tim Halloran
Publisher : John Wiley & Sons
Page : 272 pages
File Size : 52,5 Mb
Release : 2014-01-07
Category : Business & Economics
ISBN : 9781118611289

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Romancing the Brand by Tim Halloran Pdf

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 what it takes to make consumers fall in love with your brand. Step by step,he reveals how to start, grow, maintain, and troubleshoot a flourishing relationship between brand and consumer. Along the way, Halloran shares the secrets behind establishing a mutually beneficial “romance.” Drawing on exclusive, in-depth interviews with managers of some of the world’s most iconic brands, Romancing the Brand arms you with an arsenal of classic and emerging marketing tools—such as benefit laddering and word-of-mouth marketing—that make best-in-class brands so successful. The book is filled with examples, strategies, and tools from powerful brands that consumers love, including Coke, Dos Equis, smartwater, the Atlanta Falcons, Domino’s Pizza, Bounty, Turner Classic Movies, and many more. Ultimately, Romancing the Brand provides marketers with a set of principles for making brands strong, resilient, and beloved—and the insight and confidence to use them.

Strong Brands, Strong Relationships

Susan Fournier,Michael J Breazeale,Jill Avery
Strong Brands Strong Relationships Book PDF

Author : Susan Fournier,Michael J Breazeale,Jill Avery
Publisher : Routledge
Page : 342 pages
File Size : 43,8 Mb
Release : 2015-06-12
Category : Business & Economics
ISBN : 9781317662341

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Strong Brands, Strong Relationships by Susan Fournier,Michael J Breazeale,Jill Avery Pdf

From the editor team of the ground-breaking Consumer-Brand Relationships: Theory and Practice comes this new volume. Strong Brands, Strong Relationships is a collection of innovative research and management insights that build upon the foundations of the first book, but takes the study of brand relationships outside of traditional realms by applying new theoretical frameworks and considering new contexts. The result is an expanded and better-informed account of people’s relationships with brands and a demonstration of the important and timely implications of this evolving sub-discipline. A range of different brand relationship environments are explored in the collection, including: online digital spaces, consumer collectives, global brands, luxury brands, branding in terrorist organizations, and the brand relationships of men and transient consumers. This book attends to relationship endings as well as their beginnings, providing a full life-cycle perspective. While the first volume focused on positive relationship benefits, this collection explores dysfunctional dynamics, adversarial and politically-charged relationships, and those that are harmful to well-being. Evocative constructs are leveraged, including secrets, betrayals, anthropomorphism, lying, infidelity, retaliation, and bereavement. The curated collection provides both a deeper theoretical understanding of brand relationship phenomena and ideas for practical application from experiments and execution in commercial practice. Strong Brands, Strong Relationships will be the perfect read for marketing faculty and graduate students interested in branding dynamics, as well as managers responsible for stewarding brands.

Handbook of Brand Relationships

Deborah J. MacInnis,C. Whan Park,Joseph W. Priester
Handbook of Brand Relationships Book PDF

Author : Deborah J. MacInnis,C. Whan Park,Joseph W. Priester
Publisher : Routledge
Page : 432 pages
File Size : 53,5 Mb
Release : 2014-12-18
Category : Business & Economics
ISBN : 9781317469186

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Handbook of Brand Relationships by Deborah J. MacInnis,C. Whan Park,Joseph W. Priester Pdf

Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.

Handbook of Brand Relationships

Deborah J. MacInnis,C. Whan Park,Joseph W. Priester
Handbook of Brand Relationships Book PDF

Author : Deborah J. MacInnis,C. Whan Park,Joseph W. Priester
Publisher : Routledge
Page : 447 pages
File Size : 47,6 Mb
Release : 2014-12-18
Category : Business & Economics
ISBN : 9781317469193

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Handbook of Brand Relationships by Deborah J. MacInnis,C. Whan Park,Joseph W. Priester Pdf

Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. "The Handbook of Brand Relationships" includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.

Building Strong Brands

David A. Aaker
Building Strong Brands Book PDF

Author : David A. Aaker
Publisher : Simon and Schuster
Page : 400 pages
File Size : 43,6 Mb
Release : 2012-10-01
Category : Business & Economics
ISBN : 9781471104381

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Building Strong Brands by David A. Aaker Pdf

As industries turn increasingly hostile, it is clear that strong brand-building skills are needed to survive and prosper. In David Aaker's pathbreaking book, MANAGING BRAND EQUITY, managers discovered the value of a brand as a strategic asset and a company's primary source of competitive advantage. Now, in this compelling new work, Aaker uses real brand-building cases from Saturn, General Electric, Kodak, Healthy Choice, McDonald's, and others to demonstrate how strong brands have been created and managed. A common pitfall of brand strategists is to focus on brand attributes. Aaker shows how to break out of the box by considering emotional and self-expressive benefits and by introducing the brand-as-person, brand-as-organisation, and brand-as-symbol perspectives. A second pitfall is to ignore the fact that individual brands are part of a larger system consisting of many intertwined and overlapping brands and subbrands. Aaker shows how to manage the "brand system" to achieve clarity and synergy, to adapt to a changing environment, and to leverage brand assets into new markets and products. As executives in a wide range of industries seek to prevent their products and services from becoming commodities, they are recommitting themselves to brands as a foundation of business strategy. This new work will be essential reading for the battle-ready.

What Great Brands Do

Denise Lee Yohn
What Great Brands Do Book PDF

Author : Denise Lee Yohn
Publisher : John Wiley & Sons
Page : 278 pages
File Size : 50,7 Mb
Release : 2014-01-07
Category : Business & Economics
ISBN : 9781118611258

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What Great Brands Do by Denise Lee Yohn Pdf

Discover proven strategies for building powerful, world-class brands It's tempting to believe that brands like Apple, Nike, and Zappos achieved their iconic statuses because of serendipity, an unattainable magic formula, or even the genius of a single visionary leader. However, these companies all adopted specific approaches and principles that transformed their ordinary brands into industry leaders. In other words, great brands can be built—and Denise Lee Yohn knows exactly how to do it. Delivering a fresh perspective, Yohn's What Great Brands Do teaches an innovative brand-as-business strategy that enhances brand identity while boosting profit margins, improving company culture, and creating stronger stakeholder relationships. Drawing from twenty-five years of consulting work with such top brands as Frito-Lay, Sony, Nautica, and Burger King, Yohn explains key principles of her brand-as-business strategy. Reveals the seven key principles that the world's best brands consistently implement Presents case studies that explore the brand building successes and failures of companies of all sizes including IBM, Lululemon, Chipotle Mexican Grill, and other remarkable brands Provides tools and strategies that organizations can start using right away Filled with targeted guidance for CEOs, COOs, entrepreneurs, and other organization leaders, What Great Brands Do is an essential blueprint for launching any brand to meteoric heights.

BRAND MANAGEMENT : CONSUMER BRAND RELATIONSHIP (CBR) IN STRONG BRAND DEVELOPMENT (Penerbit UMK)

NOOR HASMINI ABD GHANI
BRAND MANAGEMENT CONSUMER BRAND RELATIONSHIP CBR IN STRONG BRAND DEVELOPMENT Penerbit UMK Book PDF

Author : NOOR HASMINI ABD GHANI
Publisher : UMK PRESS
Page : 163 pages
File Size : 50,5 Mb
Release : 2022-07-05
Category : Business & Economics
ISBN : 8210379456XXX

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BRAND MANAGEMENT : CONSUMER BRAND RELATIONSHIP (CBR) IN STRONG BRAND DEVELOPMENT (Penerbit UMK) by NOOR HASMINI ABD GHANI Pdf

This book deals with brand management in the context of consumer brand relationship (CBR) in strong brand building. Strong brand means a brand have higher brand equity in the mind of consumer. this book will provide simple reading in understanding the critical role of CBR as valuable source in developing higher customer based brand equity. The CBR is among of contemporary brand strategy which worth to explore and practice as CBR able to create significant brand culture that able to sustain the company's survival. Understanding and strengthening CBR becomes vital for brand managers and practitioners in nowadays, since it makes consumers loyal, enhance consumer's tolerance in case of failure of brands and stimulate consumers to spread the brand positively by word of mouth and increase brand equity. Particularly, the purpose of this book is to provide knowledge sharing concerning on the subject of brands versus product, what's mean by brand equity, the approach of strategic brand management in building brand equity, the role of CBR as critical factor or source of brand equity, as well as the sources of CBR building. Obviously, among of importance objective of this book is to provide practitioners (including SMEs), managers, researchers, academicians and students with the concepts, approaches ad techniques to improve and sustain the long-term profitability of the brands.

Churín - Village Destination Branding in the Peruvian Andes

Isabel Glaser
Chur n Village Destination Branding in the Peruvian Andes Book PDF

Author : Isabel Glaser
Publisher : GRIN Verlag
Page : 197 pages
File Size : 43,9 Mb
Release : 2010-06
Category : Electronic
ISBN : 9783640647590

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Churín - Village Destination Branding in the Peruvian Andes by Isabel Glaser Pdf

Diploma Thesis from the year 2009 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of the Americas Puebla (Escuela de Negocios y Econom a, Departamento de Administraci n y Negocios Internacionales), language: English, abstract: In today's world everything plays around marketing, promotion - brands Whatever you want to sell, it does not suffice to have the best product of the world, you have to make it wanted by the final consumers (Klein, 1999). Ultimately, countries and cities have been increasingly considered as products: products which have to be promoted professionally in order to attract investors, residents and tourists (and/or make them stay) (Seisdedos, n.d.). Chur n, a small village in the Peruvian Andes, on the contrary is very badly promoted: People, especially in the Peruvian capital Lima, know it from mouth-to-mouth propaganda due to its numerous and rich hot springs, but it lacks a coordinated and consolidated promotion strategy which would install the same image of Chur n in the minds of everybody, and especially of the target group. Hence, the aspired contribution of this exploratory research paper is the initiation of a destination branding process in Chur n as the researcher is convinced of its benefits as long as the destination brand is correctly and professionally applied, of course: On the one hand, the process of the brand building will unify the population of the village, and enhance the self-esteem and appreciation of the resources of its living place; on the other hand, the confluence of tourists should increase, and likewise the incomes of the residents of Chur n and the surrounding communities. This would allow a sustainable improvement of the low standard of living and thus, Chur n would offer a more positive vision for future generations.

Brand Equity & Advertising

David A. Aaker,Alexander L. Biel
Brand Equity Advertising Book PDF

Author : David A. Aaker,Alexander L. Biel
Publisher : Psychology Press
Page : 406 pages
File Size : 53,5 Mb
Release : 2013-10-31
Category : Business & Economics
ISBN : 9781317759829

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Brand Equity & Advertising by David A. Aaker,Alexander L. Biel Pdf

The tenth annual Advertising and Consumer Psychology Conference held in San Francisco focused on branding -- a subject generating intense interest both in academia and in the "real world." The principle theory behind these conferences is that much can be gained by joining advertising and marketing professionals with academic researchers in advertising. Professionals can gain insight into the new theories, measurement tools and empirical findings that are emerging, while academics are stimulated by the insights and experience that professionals describe and the research questions that they pose. This book consists of papers delivered by experts from academia and industry discussing issues regarding the role of advertising in the establishment and maintenance of brand equity -- making this volume of interest to advertising and marketing specialists, as well as consumer and social psychologists.

Brand Admiration

C. Whan Park,Deborah J. MacInnis,Andreas B. Eisingerich
Brand Admiration Book PDF

Author : C. Whan Park,Deborah J. MacInnis,Andreas B. Eisingerich
Publisher : John Wiley & Sons
Page : 288 pages
File Size : 46,8 Mb
Release : 2016-09-16
Category : Business & Economics
ISBN : 9781119308072

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Brand Admiration by C. Whan Park,Deborah J. MacInnis,Andreas B. Eisingerich Pdf

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.

The Global Brand

Nigel Hollis
The Global Brand Book PDF

Author : Nigel Hollis
Publisher : St. Martin's Press
Page : 272 pages
File Size : 46,9 Mb
Release : 2008-09-30
Category : Business & Economics
ISBN : 0230615414

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The Global Brand by Nigel Hollis Pdf

A top executive at one of the world's leading marketing firms analyzes the familiarity and strength of brands and establishes five steps towards increasing brand strength in a globalized world Rapid advances in modern technology present companies with quickly expanding marketing opportunities, but they also create an over-saturated business landscape that both helps and hurts brands. The Global Brand is a thorough investigation of brand strength in the accelerated modern business world. Nigel Hollis draws on his experience at Millward Brown to present a simple formula for determining brand strength based on two axes, Presence (or familiarity) and Voltage (or marketing appeal), to illustrate the market value and performance of brands. He analyzes the five steps of customer commitment to a strong brand--Presence, Relevance, Performance, Advantage, and Bonding. Finally, Hollis emphasizes human nature as a set of constant core values that all brands should appeal to, and analyzes the future of brand-building as a profitable investment. “In The Global Brand, Nigel Hollis not only corrects some of the misconceptions of the past but offers a glimpse of the future that is both perceptive and grounded in good business sense. Those who take the time to properly digest this book will save their companies a lot of money.” —Sir Martin Sorrell, Chief Executive Officer, WPP

Brand Intimacy

Mario Natarelli,Rina Plapler
Brand Intimacy Book PDF

Author : Mario Natarelli,Rina Plapler
Publisher : Hatherleigh Press
Page : 240 pages
File Size : 44,6 Mb
Release : 2017-10-23
Category : Business & Economics
ISBN : 9781578266869

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Brand Intimacy by Mario Natarelli,Rina Plapler Pdf

From Patagonia to Apple, Whole Foods to New Balance, we love our favorite products--and, by extension, the companies that provide them. The emotional connections we form with our beloved brands and services are important relationships--relationships that are potentially worth billions. In the fast-paced, constantly-changing world of the modern marketplace, brands must adapt or perish—strategies, methods, and techniques must evolve to remain effective and relevant. Are you using yesterday’s thinking for tomorrow’s challenges? Brand Intimacy details ways to build better marketing through the cultivation of emotional connections between brand and consumer. The book provides lessons for marketers and business leaders alike who are seeking to understand these ultimate brand relationships and the opportunities they represent. Divided into three sections, Brand Intimacy starts with Context and Understanding. This explains today’s marketing landscape, the effects of technology, consumer behaviors and the advancements around decision making. Through research we discovered that people form relationships with brands the same way they develop relationships with other people. This section provides guidance on how to think about complimentary concepts such as loyalty, satisfaction and brand value. We then explore and compare established approaches and methodologies and showcase why intimacy is a compelling new and enhanced opportunity to build your brand or market your business. The second section, Theory and Model reveals and dimensions the brand intimacy model and dissects it into steps to help you better factor it into your marketing approaches or frameworks. Here you will learn the core concepts and components that are essential to build bonds and the role emotion can play to help you achieve greater customer engagement. You can also review the rankings of the best brands in terms of Brand Intimacy. A summary of our annual research reveals the characteristics of best performers, the most intimate industries, and differences based on geography, age, gender and income. By examining the top intimate brands, we reveal and decode the secrets of the bonds they form with their customers. The third section is Methods & Practice, this details the economic benefits and advantages of a strategy that factors Brand Intimacy. Intimate brands are proven to outperform the Fortune 500 and Standards and Poors’ index of brands. Intimate brands create more revenue and profit and last longer. Consumers are also willing to pay more for a brand they are more intimate with. Conversely, we also explore a series of brand failures and lessons learned to help you avoid common pitfalls in brand management. We articulate the steps to build a more intimate brand as well as share a glimpse on the future where software will play a more important role in brand building. The book outlines a proprietary digital platform that we use to help manage and enable intimacy through collaboration, simulators and real-time tracking of emotions. Business and marketing owners face an increasing difficult task to build brands that rise above the clutter, engage more and grow. Brand Intimacy explains how to better measure, build and manage enduring brands. Brands that are built to inspire as well as profit. Written by experienced marketers and backed by extensive research, Brand Intimacy rewrites the rulebook on how to establish and expand your marketing. The book is equal parts theory, research and practice, the result of 7 year journey and a new marketing paradigm for the modern marketer.

Handbook of Brand Relationships

Deborah J. MacInnis,C. Whan Park
Handbook of Brand Relationships Book PDF

Author : Deborah J. MacInnis,C. Whan Park
Publisher : M.E. Sharpe
Page : 449 pages
File Size : 47,6 Mb
Release : 2009-07-06
Category : Business & Economics
ISBN : 9780765637789

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Handbook of Brand Relationships by Deborah J. MacInnis,C. Whan Park Pdf

Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious academic book to offer a psychological perspective on the meaning of and basis for brand relationships, as well as their effects. The Handbook of Brand Relationships includes chapters by well-known marketing and psychology scholars on topics related to the meaning, significance, and measurement of brand relationships; the critical connections between consumers and the brand; how brand relationships are formed through both thoughtful and non-thoughtful processes; and how they are built, repaired, and leveraged through brand extensions. An integrative framework introduces the book and summarizes the chapters' key ideas. The handbook also identifies several novel metrics for measuring various aspects of brand relationships, and it includes recommendations for further research.