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Married To The Brand : Why Consumers Bond with Some Brands for Life

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Title: Married To The Brand : Why Consumers Bond with Some Brands for Life
Author: William J. McEwen
ISBN: 1595620052 / 9781595620057
Format: Hard Cover
Pages: 135
Year: 2005
Availability: In Stock
  • Description
  • Contents

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.


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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