Brand Admiration - Weiss Allen M.

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      C. Whan Park

      Brand Admiration

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 interested in 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 in 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 Nestlé USA

      Savvy branders like Apple and Nike know that to win you need to go beyond functionality into emotionality. But how do you execute on making your brand human? Park, MacInnis, and Eisingerich provide an easy-to-use road map grounded in rigorous consumer psychology research. Their enable, entice, enrich framework is logical, intuitive, and timely. This book gives you the conceptual tools to create and sustain brands that are admired.

– ROHIT DESHPANDÉ, Sebastian S. Kresge Professor of Marketing, Harvard Business School, and former executive director of the Marketing Science Institute

      Brands are social evaluations of organisational vitality. Every leader is looking for ways to enhance his or her brand and reputation in crowded chatter. Park, MacInnis, and Eisingerich offer a practical, research-driven toolbox that unlocks a truly insightful and innovative approach to branding. Must read!

– GERRY GEORGE, Dean and Lee Kong Chian Chair Professor of Innovation and Entrepreneurship, Lee Kong Chian School of Business, and Editor, Academy of Management Journal

      This book beautifully solidifies why experiential marketing is one of three essential elements that contribute to making a brand admired. The breakthrough integrative framework brilliantly conveys the key issues brand managers must consider when growing their brands.

– BERND SCHMITT, Robert D. Calkins Professor of International Business, Columbia University, and faculty director of the Center on Global Brand Leadership

      There is much to admire about Brand Admiration! The authors present a cutting-edge framework practitioners can use to build valuable brands that consumers trust, love, and respect.

– DEBORAH ROEDDER-JOHN, Curtis L. Carlson Chair in Marketing and professor, Carlson School of Business, University of Minnesota

      C.Whan Park | Deborah J. MacInnis | Andreas B. Eisingerich

      BRAND ADMIRATION

      Building a Business People Love

      Foreword by Allen Weiss

      Copyright © 2016 by John Wiley & Sons. All rights reserved

      Published by John Wiley & Sons, Inc., Hoboken, New Jersey

      Published simultaneously in Canada

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       Library of Congress Cataloging-in-Publication Data is Available

      ISBN 9781119308065 (Hardcover)

      ISBN 9781119308072 (ePDF)

      ISBN 9781119308096 (ePub)

      Cover Design: PAUL MCCARTHY

      Cover Art: © MAREIKE DRIES / EYEEM / GETTY IMAGES

      About the Authors

      Dr. C. Whan Park is the Robert E. Brooker Professor of Marketing, University of Southern California. He received a BA in German language and literature from Seoul National University, Korea, in 1967, and an MS and PhD in business administration from the University of Illinois in 1974. Dr. Park has published numerous articles in the Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, and Journal of Consumer Psychology. His works have also appeared in many other journals, including Organizational Behavior and Human Performance, the Harvard Business Review, and the Journal of Retailing. Professor Park coauthored Marketing Management (Dryden Press, 1987) with Dr. Gerald Zaltman of Harvard University, and Handbook of Brand Relationships (M.E. Sharpe, 2009) with Deborah J. MacInnis and Joseph Priester. In 1987 he was the recipient of the Alpha Kappa Psi award for his article Strategic Brand Concept-Image Management, which appeared

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