Brand Admiration: Building A Business People Love

PRAISE FOR BRAND ADMIRATION

"The brand admiration model provides a compelling framework (the 3Es) for developing brands that enhance value to customers and companies alike. Such brands connect with customers and meet goals contributing to their happiness by providing meaning, identity, and emotion. This is powerful stuff!"
JAMES R. BETTMAN, Burlington Industries Professor, Fuqua School of Business, Duke University

"Park, MacInnis, and Eisingerich bring their wealth of experience and insight to offer a thorough, original, and practical view of branding. Comprehensive, concise, and highly actionable, their detailed development of the brand admiration concept is a virtual gold mine for thoughtful practitioners interestedin improving the design, implementation, and measurement of their branding strategies."
KEVIN L. KELLER, E.B. Osborn Professor of Marketing, Tuck School of Business, Dartmouth University, and former executive director of the Marketing Science Institute

"This book constitutes a rich and insightful addition to the world of brand strategy, as it pinpoints the ins and outs of how to build a beloved brand. For anyone or any company committed to being an admired brand, this book is required."
EUI SUN CHUNG, vice chairman, Hyundai Motor Company

"Park, MacInnis, and Eisingerich provide a powerful yet immensely practical perspective on building and managing brand admiration. Solidly grounded in academic research, the book provides an array of actionable tools to curate and measure brand admiration for the short– and long–term success of brands. This book is a must read for senior executives in businesses large and small, as well as for those who are directly involved in managing brand performance."
BABA SHIV, Sanwa Bank, Limited, and Professor of Marketing, Stanford Graduate School of Business

"Finally, a book that evolves the discipline of branding with a fresh, comprehensive, and practical approach.This is a must read for business leaders looking to build an enduring brand that will maximize the value of their company."
DOREEN IDA, former division president and marketing director at Nestl USA

List of Figures

List of Tables

Author Biographies

Foreword

Preface: What Makes This Book Different?

SECTION 1: THE BIG PICTURE

Chapter 1 Why Brand Admiration?

Introduction

The Value of a Brand

The Brand Admiration Management System

Endnotes: Chapter 1

Chapter 2 Living Examples of Admired Brands

Introduction

Overview

Admired Brand in the B2b Market

Admired Brand in Non–Profit (Service) Market

Admired Brand in International Market

Types of Brands

Key Takeaways

What About your Brand?

Endnotes: Chapter 2

Chapter 3 The Science Behind Brand Admiration

Introduction

Overview

Brand Admiration

Brand Trust, Love and Respect

How to Build Brand Admiration

Key Takeaways

Endnotes: Chapter 3

SECTION 2: BUILDING ADMIRED BRANDS

Chapter 4 Building Admiration from the Inside

Introduction

Overview

Employees as Brand Building Resources

Creating a Meaningful Mission Statement

Enabling, Enticing and Enriching Features That Make the Mission Statement Come to Life

Enabling, Enticing and Enriching Employees as People

Key Takeaways

What About your Brand?

Endnotes: Chapter 4

Chapter 5 Building Brand Admiration Among External Customers

Introduction

Overview

The Brand Positioning Statement

Strategic Decisions for Developing a Positioning Statement

Positioning Statement and Financial Goals

Key Takeaways

What About your Brand?

Endnotes: Chapter 5

Chapter 6: Building Top–of–Mind Brand Recall

Introduction

Overview

Key Issues in Tom Brand Recall

Enhancing Tom Brand Recall Using Logos

Designing Logos, Brand Names, Product/Package Designs Jointly

Key Takeaways

What About your Brand?

Endnotes: Chapter 6

SECTION 3: STRENGTHENING AND LEVERAGING ADMIRED BRANDS

Chapter 7: Strengthening Brand Admiration

Introduction

Overview

Value Enhancement Strategies That Strengthen Brand Admiration

Strategies That Manipulate Brand Benefits

Strategies That Adjust a Benefit s Importance Weight

Strategies That Create (Change) the Referent

Thinking Broadly About Value Enhancement Strategies

Key Takeaways

What About your Brand?

Endnotes: Chapter 7

Chapter 8 Leveraging Brand Admiration: Extension and Feedback Effects

Introduction

Overview

Why Leverage an Admired Brand

How to Leverage a Brand: Product and Brand Extension Strategies

Key Takeaways

What About your Brand?

Endnotes: Chapter 8

Chapter 9 Leveraging Brand Admiration: Implementation Issues

Introduction

Overview

When Are Product And Brand Extensions Most Likely To Be Successful?

Is High Fit Always Necessary?

Achieving Optimal Extension and Feedback Effects Over Time

Key Takeaways

What About your Brand?

Endnotes: Chapter 9

Chapter 10 Brand Architecture Design

Introduction

Overview

Brand Naming Options in Brand Architecture Design

Designing The Structure of The Company s Brand Architecture

Criteria in Choosing a Branding Option in the Company s Brand Architecture

Periodic Assessment of Brand Architecture Design

Brand Architecture Design: Key Takeaways

What About your Brand?

Endnotes: Chapter 10

SECTION 4: ASSESSING THE VALUE OF ADMIRED BRANDS TO FIRMS AND CUSTOMERS

Chapter 11 Measuring Brand Equity

Introduction

Overview

Perspective on Brand Equity

Measuring Brand Equity

Appeal of the Brand Equity Measure

Key Takeaways

What About your Brand?

Endnotes: Chapter 11

Chapter 12 Brand Dashboards

Introduction

Overview

What Can a Brand Admiration Dashboard Do For You?

The Brand Admiration Dashboard: An Illustrative Example

Key Takeaways from This Chapter

What About your Brand?

Appendix

Endnotes: Chapter 12

Afterword: Concluding Thoughts

Dr. C. Whan Park is the Robert E. Brooker Professor of Marketing, and director of the Global Branding Center at USC Marshall School of Business, Los Angeles, CA.

Dr. Deborah J. MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration and Professor of Marketing at USC Marshall School of Business.

Andreas B. Eisingerich is professor of marketing at Imperial College Business School.