{"product_id":"brand-admiration-isbn-9781119308065","title":"Brand Admiration","description":"\u003cp\u003e\u003ci\u003eBrand Admiration\u003c\/i\u003e 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. \u003c\/p\u003e\u003cp\u003eThe real power of \u003ci\u003eBrand Admiration\u003c\/i\u003e 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. \u003c\/p\u003e\u003cp\u003eIn addition, \u003cb\u003et\u003c\/b\u003ehe authors articulate a common-sense and action based measure of brand equity\u003cb\u003e,\u003c\/b\u003e 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, \u003ci\u003eBrand Admiration\u003c\/i\u003e provides a coherent, cohesive approach to helping the brand stand the test of time. \u003c\/p\u003e\u003cp\u003eA 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. \u003c\/p\u003e\u003cp\u003eList of Figures ix\u003c\/p\u003e \u003cp\u003eList of Tables x\u003c\/p\u003e \u003cp\u003eAbout the Authors xi\u003c\/p\u003e \u003cp\u003eForeword xiii\u003c\/p\u003e \u003cp\u003ePreface: What Makes This Book Different? xv\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSECTION 1 THE BIG PICTURE 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Why Brand Admiration? 3\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 3\u003c\/p\u003e \u003cp\u003eThe Value of a Brand 4\u003c\/p\u003e \u003cp\u003eThe Brand Admiration Management System 15\u003c\/p\u003e \u003cp\u003eNotes 18\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Living Examples of Admired Brands 21\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 21\u003c\/p\u003e \u003cp\u003eOverview 24\u003c\/p\u003e \u003cp\u003eAdmired Brand in the B2B Market 25\u003c\/p\u003e \u003cp\u003eAdmired Brand in the Nonprofit (Service) Market 28\u003c\/p\u003e \u003cp\u003eAdmired Brand in the International Market 29\u003c\/p\u003e \u003cp\u003eTypes of Brands 30\u003c\/p\u003e \u003cp\u003eKey Takeaways 33\u003c\/p\u003e \u003cp\u003eWhat about Your Brand? 34\u003c\/p\u003e \u003cp\u003eNotes 35\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 The Science behind Brand Admiration 37\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 37\u003c\/p\u003e \u003cp\u003eOverview 37\u003c\/p\u003e \u003cp\u003eThe Theory behind Brand Admiration 38\u003c\/p\u003e \u003cp\u003eBrand Trust, Love, and Respect 41\u003c\/p\u003e \u003cp\u003eHow to Build Brand Admiration: The 3Es 43\u003c\/p\u003e \u003cp\u003eKey Takeaways 52\u003c\/p\u003e \u003cp\u003eWhat about Your Brand? 53\u003c\/p\u003e \u003cp\u003eNotes 54\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSECTION 2 BUILDING ADMIRED BRANDS 59\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 Building Admiration from the Inside 61\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 61\u003c\/p\u003e \u003cp\u003eOverview 62\u003c\/p\u003e \u003cp\u003eEmployees as Brand-Building Resources 62\u003c\/p\u003e \u003cp\u003eCreating a Meaningful Mission Statement 65\u003c\/p\u003e \u003cp\u003eEnabling, Enticing, and Enriching Features That Make the Mission Statement Come to Life 67\u003c\/p\u003e \u003cp\u003eEnabling, Enticing, and Enriching Employees as People 72\u003c\/p\u003e \u003cp\u003eKey Takeaways 78\u003c\/p\u003e \u003cp\u003eWhat about Your Brand? 79\u003c\/p\u003e \u003cp\u003eNotes 79\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Building Brand Admiration among Customers 83\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 83\u003c\/p\u003e \u003cp\u003eOverview 84\u003c\/p\u003e \u003cp\u003eThe Brand-Positioning Statement 84\u003c\/p\u003e \u003cp\u003eStrategic Decisions for Developing a Positioning Statement 86\u003c\/p\u003e \u003cp\u003ePositioning Statement and Financial Goals 101\u003c\/p\u003e \u003cp\u003eKey Takeaways 101\u003c\/p\u003e \u003cp\u003eWhat about Your Brand? 102\u003c\/p\u003e \u003cp\u003eNotes 103\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Building Top-of-Mind Brand Recall 105\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 105\u003c\/p\u003e \u003cp\u003eOverview 106\u003c\/p\u003e \u003cp\u003eKey Issues in TOM Brand Recall 107\u003c\/p\u003e \u003cp\u003eEnhancing TOM Brand Recall Using Logos 111\u003c\/p\u003e \u003cp\u003eEnhancing TOM Brand Recall Using Brand Names 113\u003c\/p\u003e \u003cp\u003eEnhancing TOM Brand Recall Using Product (Package) Design 115\u003c\/p\u003e \u003cp\u003eDesigning Logos, Brand Names, and Product\/Package Designs Jointly 119\u003c\/p\u003e \u003cp\u003eKey Takeaways 120\u003c\/p\u003e \u003cp\u003eWhat about Your Brand? 121\u003c\/p\u003e \u003cp\u003eNotes 122\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSECTION 3 STRENGTHENING AND LEVERAGING ADMIRED BRANDS 125\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Strengthening Brand Admiration 127\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 127\u003c\/p\u003e \u003cp\u003eOverview 128\u003c\/p\u003e \u003cp\u003eValue-Enhancement Strategies That Strengthen Brand Admiration 130\u003c\/p\u003e \u003cp\u003eStrategies That Manipulate Brand Benefits 132\u003c\/p\u003e \u003cp\u003eStrategies That Adjust a Benefit’s ImportanceWeight 137\u003c\/p\u003e \u003cp\u003eStrategies That Create (Change) the Referent 139\u003c\/p\u003e \u003cp\u003eThinking Broadly about Value-Enhancement Strategies 141\u003c\/p\u003e \u003cp\u003eKey Takeaways 143\u003c\/p\u003e \u003cp\u003eWhat about Your Brand? 144\u003c\/p\u003e \u003cp\u003eNotes 145\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Leveraging Brand Admiration: Extension and Feedback Effects 147\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 147\u003c\/p\u003e \u003cp\u003eOverview 147\u003c\/p\u003e \u003cp\u003eWhy Leverage an Admired Brand? 148\u003c\/p\u003e \u003cp\u003eHow to Leverage a Brand: Product and Brand Extension Strategies 151\u003c\/p\u003e \u003cp\u003eKey Takeaways 164\u003c\/p\u003e \u003cp\u003eWhat about Your Brand? 165\u003c\/p\u003e \u003cp\u003eNotes 165\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 9 Leveraging Brand Admiration: Implementation Issues 167\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 167\u003c\/p\u003e \u003cp\u003eOverview 168\u003c\/p\u003e \u003cp\u003eWhen Are Product and Brand Extensions Most Likely to Be Successful? 168\u003c\/p\u003e \u003cp\u003eIs High Fit Always Necessary? 176\u003c\/p\u003e \u003cp\u003eAchieving Optimal Extension and Feedback Effects over Time 179\u003c\/p\u003e \u003cp\u003eKey Takeaways 186\u003c\/p\u003e \u003cp\u003eWhat about Your Brand? 186\u003c\/p\u003e \u003cp\u003eNotes 187\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 10 Brand Architecture Design 189\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 189\u003c\/p\u003e \u003cp\u003eOverview 190\u003c\/p\u003e \u003cp\u003eBrand Naming Options in Brand Architecture Design 191\u003c\/p\u003e \u003cp\u003eDesigning the Structure of the Company’s Brand Architecture 201\u003c\/p\u003e \u003cp\u003eCriteria in Choosing a Branding Option in the Company’s Brand Architecture 203\u003c\/p\u003e \u003cp\u003eKey Takeaways 209\u003c\/p\u003e \u003cp\u003eWhat about Your Brand? 210\u003c\/p\u003e \u003cp\u003eNotes 210\u003c\/p\u003e \u003cp\u003e\u003cb\u003eSECTION 4 ASSESSING THE VALUE OF ADMIRED BRANDS TO FIRMS AND CUSTOMERS 213\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 11 Measuring Brand Equity 215\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 215\u003c\/p\u003e \u003cp\u003eOverview 216\u003c\/p\u003e \u003cp\u003ePerspective on Brand Equity 218\u003c\/p\u003e \u003cp\u003eMeasuring Brand Equity 220\u003c\/p\u003e \u003cp\u003eAppeal of the Brand-Equity Measure 227\u003c\/p\u003e \u003cp\u003eKey Takeaways 234\u003c\/p\u003e \u003cp\u003eWhat about Your Brand? 236\u003c\/p\u003e \u003cp\u003eNotes 236\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 12 Brand Dashboards 239\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIntroduction 239\u003c\/p\u003e \u003cp\u003eOverview 240\u003c\/p\u003e \u003cp\u003eWhat a Brand Admiration Dashboard Can Do for You? 242\u003c\/p\u003e \u003cp\u003eThe Brand Admiration Dashboard: An Illustrative Example 245\u003c\/p\u003e \u003cp\u003eKey Takeaways 254\u003c\/p\u003e \u003cp\u003eWhat about Your Brand? 255\u003c\/p\u003e \u003cp\u003eAppendix 256\u003c\/p\u003e \u003cp\u003eNotes 258\u003c\/p\u003e \u003cp\u003eAfterword: Concluding Thoughts 261\u003c\/p\u003e \u003cp\u003eIndex 263\u003c\/p\u003e \u003cp\u003e \u003cb\u003eDr. C. Whan Park\u003c\/b\u003e is the Robert E. Brooker Professor of Marketing, and director of the Global Branding Center at USC Marshall School of Business, Los Angeles, CA. \u003c\/p\u003e\u003cp\u003e \u003cb\u003eDr. Deborah J. MacInnis\u003c\/b\u003e is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Professor of Marketing at USC Marshall School of Business. \u003c\/p\u003e\u003cp\u003e \u003cb\u003eAndreas B. Eisingerich \u003c\/b\u003eis professor of marketing at Imperial College Business School. \u003c\/p\u003e  \u003cp\u003eThink about a few well-known brands like Nike, Apple, Disney, Google, and Salesforce. What do they have in common? They’re well-known brands with good products or services … and they are admired. \u003ci\u003eBrand Admiration\u003c\/i\u003e gives you a versatile and dependable system for solving customers’ problems in a way that makes them feel empowered, gratified, and inspired. They, thus, develop a personal connection to your brand and think of it first.\u003c\/p\u003e\u003cp\u003e The short-term sprint tactics you used to hit all your fourth-quarter goals won’t necessarily fuel next quarter’s results, unless you take an overarching perspective on the vital goals of brand management and actively set out to achieve them. Inside, a luminous authorial team with broad experience in academia and practice lays out a detailed road map for building, strengthening, and leveraging brand admiration in specific ways to produce value to customers and companies over the long term. The highly innovative framework draws on decades of expert research on fundamental human needs, goals, emotions, and motivations, as well as empirical instances of the findings driving brand admiration. It’s never too early or too late to position your brand to attract customers’ love, trust, and respect. As you’ll see in the vivid and plentiful examples from actual companies throughout the book, it’s well within your reach to satisfy short-term goals and \u003ci\u003ebuild on them\u003c\/i\u003e to craft, strengthen, and leverage brand equity. All the insight and tools you need to generate and track the value of a brand are inside, including:\u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eBroad applicability across companies and industries to produce exponential appeal for a brand by continuously working to enable, entice, and enrich customers\u003c\/li\u003e\n\u003cli\u003eInnovative ways to approach brand architecture design, including how businesses and products within a firm’s portfolio can be branded to deliver the maximum benefit to profits, asset building, and the overall organizational benefits\u003c\/li\u003e\n\u003cli\u003eAn original, easy-to-use metric to measure brand equity and a set of dashboard metrics to diagnose what is—and isn’t—driving successful brand performance\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003e Complete guidance takes you through bringing your brand value to market by going in-depth into the dos and don’ts of building, strengthening, and leveraging an admired brand. \u003ci\u003eBrand Admiration\u003c\/i\u003e is the formula to customer admiration that generates continuous profit and growth.\u003c\/p\u003e  \u003cp\u003e\"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.\" \u003ci\u003eBaba Shiv, Sanwa Bank, Limited, Professor of Marketing, Stanford Graduate School of Business\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003e\"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.” \u003ci\u003eKevin L. Keller, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth University. Former Executive Director of the Marketing Science Institute.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003e \u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"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.\"  \u003ci\u003e--\u003c\/i\u003e\u003ci\u003eDoreen Ida, former Division President and Marketing Executive at Nestle, USA.\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003e \u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"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!” \u003ci\u003eJames R. Bettman, Burlington\u003c\/i\u003e \u003ci\u003eIndustries Professor, Fuqua School of Business, Duke University\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003e \u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"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.\"- \u003ci\u003eEui Sun Chung, Vice Chairman, Hyundai Motor Company\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003e \u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e“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.” \u003ci\u003eRohit Deshpandé, Sebastian S. Kresge Professor of Marketing\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003eHarvard Business School, Former Executive Director of the Marketing Science Institute\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003e \u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\"There is much to admire about \u003ci\u003eBrand Admiration\u003c\/i\u003e! The authors present a cutting-edge framework practitioners can use to build valuable brands that consumers trust, love, and respect.\" \u003ci\u003eDeborah Roedder-John, Professor, Curtis L. Carlson Chair in Marketing, Carlson School of Business, University of Minnesota. \u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e\u003ci\u003e \u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e“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!” \u003ci\u003eGerry George, current Dean and Professor of Innovation and Entrepreneurship Singapore Management University. Editor, Academy of Management Journal\u003c\/i\u003e\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e \u003cp\u003e “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.” \u003ci\u003eBernd Schmitt, Robert D. Calkins Professor of International Business, Marketing at Columbia University and Faculty Director of Center on Global Brand Leadership\u003c\/i\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988854161637,"sku":"NP9781119308065","price":30.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119308065.jpg?v=1761781786","url":"https:\/\/k12savings.com\/es\/products\/brand-admiration-isbn-9781119308065","provider":"K12savings","version":"1.0","type":"link"}