{"product_id":"brand-admiration-building-a-business-people-love-9781119308065","title":"Brand Admiration: Building a Business People Love","description":"\u003cp\u003e\u003ci\u003eBrand Admiration\u003c\/i\u003e 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. \u003c\/p\u003e\u003cp\u003eThe real power of \u003ci\u003eBrand Admiration\u003c\/i\u003e 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. \u003c\/p\u003e\u003cp\u003eIn addition, \u003cb\u003et\u003c\/b\u003ehe authors articulate a common-sense and action based measure of brand equity\u003cb\u003e, \u003c\/b\u003e 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, \u003ci\u003eBrand Admiration\u003c\/i\u003e provides a coherent, cohesive approach to helping the brand stand the test of time. \u003c\/p\u003e\u003cp\u003eA 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.\u003cbr\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eAbout the Author\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e \u003cb\u003eDr. C. Whan Park\u003c\/b\u003e is the Robert E. Brooker Professor of Marketing, and director of the Global Branding Center at USC Marshall School of Business, Los Angeles, CA. \u003c\/p\u003e\u003cp\u003e \u003cb\u003eDr. Deborah J. MacInnis\u003c\/b\u003e is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Professor of Marketing at USC Marshall School of Business. \u003c\/p\u003e\u003cp\u003e \u003cb\u003eAndreas B. Eisingerich \u003c\/b\u003eis professor of marketing at Imperial College Business School. \u003c\/p\u003e\u003cbr\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":50332503310610,"sku":"9781119308065","price":21.99,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0831\/4771\/8930\/files\/img_b41eb899-9493-4fec-b8c3-d3f1ef412a17.jpg?v=1727838973","url":"https:\/\/surprise-castle.myshopify.com\/products\/brand-admiration-building-a-business-people-love-9781119308065","provider":"Surprise Castle","version":"1.0","type":"link"}