Building a Business People Love
Buch, Englisch, 288 Seiten, Format (B × H): 157 mm x 235 mm, Gewicht: 576 g
ISBN: 978-1-119-30806-5
Verlag: Wiley
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.
Weitere Infos & Material
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
