Brand Admiration
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Оглавление
Weiss Allen M.. Brand Admiration
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
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?
Chapter 3. The Science behind Brand Admiration
Introduction
Overview
The Theory behind Brand Admiration
Brand Trust, Love, and Respect
How to Build Brand Admiration: The 3Es
Key Takeaways
What about Your Brand?
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?
Chapter 5. Building Brand Admiration among 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?
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?
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?
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?
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?
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
Key Takeaways
What about Your Brand?
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?
Chapter 12. Brand Dashboards
Introduction
Overview
What a Brand Admiration Dashboard Can Do for You?
The Brand Admiration Dashboard: An Illustrative Example
Key Takeaways
What about Your Brand?
Appendix
Afterword: Concluding Thoughts
Index
Отрывок из книги
C.Whan Park | Deborah J. MacInnis | Andreas B. Eisingerich
BRAND ADMIRATION
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The critical question is this: If an admired brand offers value to companies on so many dimensions, how can companies develop an admired brand? The answer to this question is both simple and deceptively complex. The simple answer is that companies can’t reap the benefits of these myriad and significant sources of value unless they also provide value to customers. The deceptively complex answer is that the field of marketing has yet to develop a compelling perspective on what customers actually do value. Our brand admiration framework aims to provide this perspective.
In order to provide value to companies, brands must first provide value to customers. But how do companies make their brands valuable to customers?
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