TOC: Brand Admiration
Introduction
Brand Admiration: Building a Brand People Love, A Book by CW Park, Debbie MacInnis and Andreas Eisingerich
Brand Admiration: Building a Brand People Love
–CW Park, Debbie MacInnis and Andreas Eisingerich []
Table of Contents
List of Figures
List of Tables
Author Biographies
Foreword Preface: What Makes This Book Different?
SECTION 1: THE BIG PICTURE
Chapter 1 Why Brand Admiration?
Chapter 2 Living Examples of Admired Brands
Chapter 3 The Science Behind Brand Admiration
SECTION 2: BUILDING ADMIRED BRANDS
Chapter 4 Building Admiration from the Inside
Chapter 5 Building Brand Admiration Among External Customers
Chapter 6: Building Top-of-Mind Brand Recall
SECTION 3: STRENGTHENING AND LEVERAGING ADMIRED BRANDS
Chapter 7: Strengthening Brand Admiration
Chapter 8 Leveraging Brand Admiration: Extension and Feedback Effects
Chapter 9 Leveraging Brand Admiration: Implementation Issues
Chapter 10 Brand Architecture Design
SECTION 4: ASSESSING THE VALUE OF ADMIRED BRANDS TO FIRMS AND CUSTOMERS
Chapter 11 Measuring Brand Equity
Chapter 12 Brand Dashboards
Afterword: Concluding Thoughts
The book should be very helpful to the thoughtful practitioner as well as students. It uses lots of examples to demonstrate key points.
Book Description:
What if there was an overarching framework that could be used to understand how a brand can systematically create value—and ensure that value endures—for both a company and its customers? Researchers C. Whan Park, Deborah J. MacInnis, and Andreas B. Eisingerich have recently introduced such a framework in their book, Brand Admiration: Building a Business People Love. In this breakthrough, integrative, actionable, and research-based book, the authors provide a fresh perspective on branding. The fundamental takeaway is that brand admiration is the ultimate destination point for brands. The authors also make clear recommendations for how marketers can leverage an admired brand through the strategic use of product and brand extensions. In this way, admired brands not only become more profitable, they are also more likely to provide avenues for continued growth. As part of their integrative framework, Park, MacInnis, and Eisingerich have also developed a measure of brand equity that can help brand managers and CMOs show the worth of the brand (and of brand investments) to CFOs. Brand managers can also use the dashboard metrics the authors developed to diagnose whether there are any canaries in the coal mine, and if there are, what to do next. What’s more, their framework applies to brands in any type of business and across industries—from B2B and B2C to tech, commodities, celebrities, institutions, nonprofit organizations, and more. It can be applied to new or existing brands with equal success. B2B brands in particular have much to gain by considering this brand admiration perspective. Everyone can learn from this book.
