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Brand Admiration


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Table of Contents

List of Figures ix List of Tables x About the Authors xi Foreword xiii Preface: What Makes This Book Different? xv SECTION 1 THE BIG PICTURE 1 Chapter 1 Why Brand Admiration? 3 Introduction 3 The Value of a Brand 4 The Brand Admiration Management System 15 Notes 18 Chapter 2 Living Examples of Admired Brands 21 Introduction 21 Overview 24 Admired Brand in the B2B Market 25 Admired Brand in the Nonprofit (Service) Market 28 Admired Brand in the International Market 29 Types of Brands 30 Key Takeaways 33 What about Your Brand? 34 Notes 35 Chapter 3 The Science behind Brand Admiration 37 Introduction 37 Overview 37 The Theory behind Brand Admiration 38 Brand Trust, Love, and Respect 41 How to Build Brand Admiration: The 3Es 43 Key Takeaways 52 What about Your Brand? 53 Notes 54 SECTION 2 BUILDING ADMIRED BRANDS 59 Chapter 4 Building Admiration from the Inside 61 Introduction 61 Overview 62 Employees as Brand-Building Resources 62 Creating a Meaningful Mission Statement 65 Enabling, Enticing, and Enriching Features That Make the Mission Statement Come to Life 67 Enabling, Enticing, and Enriching Employees as People 72 Key Takeaways 78 What about Your Brand? 79 Notes 79 Chapter 5 Building Brand Admiration among Customers 83 Introduction 83 Overview 84 The Brand-Positioning Statement 84 Strategic Decisions for Developing a Positioning Statement 86 Positioning Statement and Financial Goals 101 Key Takeaways 101 What about Your Brand? 102 Notes 103 Chapter 6 Building Top-of-Mind Brand Recall 105 Introduction 105 Overview 106 Key Issues in TOM Brand Recall 107 Enhancing TOM Brand Recall Using Logos 111 Enhancing TOM Brand Recall Using Brand Names 113 Enhancing TOM Brand Recall Using Product (Package) Design 115 Designing Logos, Brand Names, and Product/Package Designs Jointly 119 Key Takeaways 120 What about Your Brand? 121 Notes 122 SECTION 3 STRENGTHENING AND LEVERAGING ADMIRED BRANDS 125 Chapter 7 Strengthening Brand Admiration 127 Introduction 127 Overview 128 Value-Enhancement Strategies That Strengthen Brand Admiration 130 Strategies That Manipulate Brand Benefits 132 Strategies That Adjust a Benefit's ImportanceWeight 137 Strategies That Create (Change) the Referent 139 Thinking Broadly about Value-Enhancement Strategies 141 Key Takeaways 143 What about Your Brand? 144 Notes 145 Chapter 8 Leveraging Brand Admiration: Extension and Feedback Effects 147 Introduction 147 Overview 147 Why Leverage an Admired Brand? 148 How to Leverage a Brand: Product and Brand Extension Strategies 151 Key Takeaways 164 What about Your Brand? 165 Notes 165 Chapter 9 Leveraging Brand Admiration: Implementation Issues 167 Introduction 167 Overview 168 When Are Product and Brand Extensions Most Likely to Be Successful? 168 Is High Fit Always Necessary? 176 Achieving Optimal Extension and Feedback Effects over Time 179 Key Takeaways 186 What about Your Brand? 186 Notes 187 Chapter 10 Brand Architecture Design 189 Introduction 189 Overview 190 Brand Naming Options in Brand Architecture Design 191 Designing the Structure of the Company's Brand Architecture 201 Criteria in Choosing a Branding Option in the Company's Brand Architecture 203 Key Takeaways 209 What about Your Brand? 210 Notes 210 SECTION 4 ASSESSING THE VALUE OF ADMIRED BRANDS TO FIRMS AND CUSTOMERS 213 Chapter 11 Measuring Brand Equity 215 Introduction 215 Overview 216 Perspective on Brand Equity 218 Measuring Brand Equity 220 Appeal of the Brand-Equity Measure 227 Key Takeaways 234 What about Your Brand? 236 Notes 236 Chapter 12 Brand Dashboards 239 Introduction 239 Overview 240 What a Brand Admiration Dashboard Can Do for You? 242 The Brand Admiration Dashboard: An Illustrative Example 245 Key Takeaways 254 What about Your Brand? 255 Appendix 256 Notes 258 Afterword: Concluding Thoughts 261 Index 263

About the Author

Dr. C. Whan Park is the Robert E. Brooker Professor of Marketing, and director of the Global Branding Center at USC Marshall School of Business, Los Angeles, CA. Dr. Deborah J. MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Professor of Marketing at USC Marshall School of Business. Andreas B. Eisingerich is professor of marketing at Imperial College Business School.


"Park, MacInnis and Eisingerich provide a powerful yet immensely practical perspective on building and managing brand admiration. Solidly grounded in academic research, the book provides an array of actionable tools to curate and measure brand admiration for the short as well as long-term success of brands. This book is a must read for senior executives in businesses large and small, as well as for those who are directly involved in managing brand performance." Baba Shiv, Sanwa Bank, Limited, Professor of Marketing, Stanford Graduate School of Business "Park, MacInnis and Eisingerich bring their wealth of experience and insight to offer a thorough, original and practical view of branding. Comprehensive, concise and highly actionable, their detailed development of the brand admiration concept is a virtual goldmine for thoughtful practitioners interested in improving the design, implementation and measurement of their branding strategies." Kevin L. Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth University. Former Executive Director of the Marketing Science Institute. "Finally, a book that evolves the discipline of branding with a fresh, comprehensive, and practical approach. This is a must-read for business leaders looking to build an enduring brand that will maximize the value of their company." --Doreen Ida, former Division President and Marketing Executive at Nestle, USA. "The brand admiration model provides a compelling framework (the 3E's) for developing brands that enhance value to customers and company alike. Such brands connect with customers and meet goals contributing to their happiness by providing meaning, identity, and emotion. This is powerful stuff!" James R. Bettman, Burlington Industries Professor, Fuqua School of Business, Duke University "This book constitutes a rich and insightful addition in the world of brand strategy as it pinpoints the ins and outs of how to build a beloved brand. Any one or any company committed in being an "Admired Brand", this one is required."- Eui Sun Chung, Vice Chairman, Hyundai Motor Company "Savvy branders like Apple and Nike know that to win you need to go beyond functionality into emotionality. But how do you execute on making your brand human? Park, MacInnis and Eisingerich provide an easy-to-use roadmap grounded in rigorous consumer psychology research. Their Enable, Entice, Enrich framework is logical, intuitive, and timely. This book gives you the conceptual tools to create and sustain brands that are admired." Rohit Deshpande, Sebastian S. Kresge Professor of Marketing Harvard Business School, Former Executive Director of the Marketing Science Institute "There is much to admire about Brand Admiration! The authors present a cutting-edge framework practitioners can use to build valuable brands that consumers trust, love, and respect." Deborah Roedder-John, Professor, Curtis L. Carlson Chair in Marketing, Carlson School of Business, University of Minnesota. "Brands are social evaluations of organisational vitality. Every leader is looking for ways to enhance their brand and reputation in crowded chatter. Park, MacInnis, and Eisingerich offer a practical, research-driven toolbox that unlocks a truly insightful and innovative approach to branding. Must read!" Gerry George, current Dean and Professor of Innovation and Entrepreneurship Singapore Management University. Editor, Academy of Management Journal "This book beautifully solidifies why experiential marketing is one of three essential elements that contribute to making a brand admired. The breakthrough integrative framework brilliantly conveys the key issues brand managers must consider when growing their brands." Bernd Schmitt, Robert D. Calkins Professor of International Business, Marketing at Columbia University and Faculty Director of Center on Global Brand Leadership

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