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与品牌结婚 Married to the Brand

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与品牌结婚 Married to the Brand

最 低 价：￥69.80

定 价：￥75.00

作 者：William J. McEwen　著 著

出 版 社：Oversea Publishing House

出版时间：2005-11-1

I S B N：9781595620095

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    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.

    作者简介

    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.
    Learn More
    Acknowledgements

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