Brand Admiration - by C Whan Park & Deborah J Macinnis & Andreas B Eisingerich (Hardcover)

About the Book

"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"--

Book Synopsis

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.

From the Back Cover

Think 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. Brand Admiration 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.

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 build on them 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:

• Broad applicability across companies and industries to produce exponential appeal for a brand by continuously working to enable, entice, and enrich customers
• Innovative 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
• An 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

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. Brand Admiration is the formula to customer admiration that generates continuous profit and growth.

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.