与品牌结婚 Married to the Brand
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作者： William J. McEwen著
出 版 社： Oversea Publishing House
出版时间： 2005-11-1字数：版次： 1页数： 135印刷时间： 2005/11/01开本： 16开印次： 1纸张： 胶版纸I S B N ： 9781595620095包装： 平装编辑推荐
作者简介：
WILLIAM J.McEWEN,PH.D., is a Global Practice Leader at The Gallup Organization, wllere he consults with major clients" on brand communications and brand equity management. Before joining Gallup, he spent 25 years in senior planning and account management positions with leading advertising agencies, including McCann Erickson, FCB,and D'Arcy. Dr. McEwen's brand experience ranges from snack foods and beer to computers and business banking. He received a doctorate from Michigan State University and as a tenured factlty member at the University of Connecticut. Dr. McEwen lives in Newport Beach, California.
内容简介
Although American companies spend a staggering $500 billion on advertising annually, many fail to establish an emotional connection with consumers. Married to the Brand examines why some companies develop this most desirable consumer connection, and why others don't. Using Gallup's 60 years of global consumer data and tons of consumer stories, William McEwen shows that many marketers are great at wooing a "first date" with consumers, but only the best can create a lasting marriage between buyer and brand. The book explores how emotions such as confidence, integrity, pride, and passion can make consumers want to stand by a brand, and shows how skillful brand management can keep a consumer-brand marriage fresh and satisfying. Tools to rate Engagement Potential and Customer Engagement are also provided, allowing marketers to quickly and objectively rate their own brand's performance.
目录
Introduction
Chapter 1. A Pathway to Brand Passion
Chapter 2. Why Consumers Marry Brands
Chapter 3. Brand Relationships: Why Companies Should Care
Chapter 4. Brand Encounters: Connecting With Consumers
Chapter 5. Beginning a Lasting Relationship
Chapter 6. Five Ps: Tools for the Brand-Building Trades
Chapter 7. The Brand Marriage: Winning Hearts and Minds
Chapter 8. Keeping the Brand Marriage Vows
Part 1: Brand Confidence
Chapter 9. Keeping the Brand Marriage Vows
Part 2: Brand Integrity
Chapter 10. Building on the Foundation: Brand Pride
Chapter 11. The Emotional Pinnacle: Brand Passion
Chapter 12. Brand Marriages and the Engagement Imperative
Chapter 13. The Value of a Healthy Brand Marriage
Chapter 14. Brand Marriage Management
Appendix A. Engagement Potential Rating Scales
Appendix B. Customer Engagement (CE11) Rating Scales.
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Acknowledgements
