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.
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