The Resource Brand admiration : building a business people love, C. W. Park, Deborah MacInnis, Andreas Eisengerich ; foreword by Allen Weiss

Brand admiration : building a business people love, C. W. Park, Deborah MacInnis, Andreas Eisengerich ; foreword by Allen Weiss

Label
Brand admiration : building a business people love
Title
Brand admiration
Title remainder
building a business people love
Statement of responsibility
C. W. Park, Deborah MacInnis, Andreas Eisengerich ; foreword by Allen Weiss
Creator
Contributor
Author
Subject
Language
eng
Cataloging source
NhCcYBP
http://library.link/vocab/creatorName
Park, C. Whan
Dewey number
658.8/27
Illustrations
illustrations
Index
index present
LC call number
HF5415.1255
LC item number
.P367 2016
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
  • MacInnis, Deborah J.
  • Eisingerich, A. B.
  • ProQuest (Firm)
http://library.link/vocab/subjectName
  • Branding (Marketing)
  • Strategic planning
  • Decision making
Label
Brand admiration : building a business people love, C. W. Park, Deborah MacInnis, Andreas Eisengerich ; foreword by Allen Weiss
Link
https://ebookcentral.proquest.com/lib/ou/detail.action?docID=4691474
Instantiates
Publication
Note
  • Includes index
  • Machine generated contents note: 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
Antecedent source
unknown
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Cover; Title Page; Copyright; Contents; List of Figures; List of Tables; About the Authors; 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; Notes; Chapter 2 Living Examples of Admired Brands; Introduction; Overview; Admired Brand in the B2B Market; Admired Brand in the Nonprofit (Service) Market; Admired Brand in the International Market; Types of Brands; Key Takeaways; What about Your Brand?; Notes; Chapter 3 The Science behind Brand Admiration
  • Introduction overview; The Theory behind Brand Admiration; Brand Trust, Love, and Respect; How to Build Brand Admiration: The 3Es; Key Takeaways; What about Your Brand?; Notes; 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?; Notes
  • Chapter 5 Building Brand AdmiratiCustomers introductionroduction; Overview; The Brand-Positioning Statement; Strategic Decisions for Developing a Positioning Statement; Positioning Statement and Financial Goals; Key Takeaways; What about Your Brand?; Notes; Chapter 6 Building Top-of-Mind Brand Recall; Introduction; Overview; Key Issues in TOM Brand Recall; Enhancing TOM Brand Recall Using Logos; Enhancing TOM Brand Recall Using Brand Names; Enhancing TOM Brand Recall Using Product (Package) Design; Designing Logos, Brand Names, and Product/Package Designs Jointly; Key Takeaways
  • What about Your Brand?Notes; 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?; Notes; Chapter 8 Leveraging Brand Admiration: Extension and Feedback Effects; Introduction; Overview; Why Leverage an Admired Brand?
  • How to Leverage a Brand: ProducStrategies keyxtension StrategiesKey Takeaways; What about Your Brand?; Notes; 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?; Notes; Chapter 10 Brand Architecture Design; Introduction; Overview; Brand Naming Options in Brand Architecture Design; Designing the Structure of the Company's Brand Architecture
Dimensions
unknown
Extent
1 online resource.
File format
unknown
Form of item
online
Isbn
9781119308096
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Quality assurance targets
not applicable
Reformatting quality
unknown
Reproduction note
Electronic reproduction.
Sound
unknown sound
Specific material designation
remote
System control number
(NhCcYBP)ybp13175601
Label
Brand admiration : building a business people love, C. W. Park, Deborah MacInnis, Andreas Eisengerich ; foreword by Allen Weiss
Link
https://ebookcentral.proquest.com/lib/ou/detail.action?docID=4691474
Publication
Note
  • Includes index
  • Machine generated contents note: 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
Antecedent source
unknown
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Color
multicolored
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Cover; Title Page; Copyright; Contents; List of Figures; List of Tables; About the Authors; 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; Notes; Chapter 2 Living Examples of Admired Brands; Introduction; Overview; Admired Brand in the B2B Market; Admired Brand in the Nonprofit (Service) Market; Admired Brand in the International Market; Types of Brands; Key Takeaways; What about Your Brand?; Notes; Chapter 3 The Science behind Brand Admiration
  • Introduction overview; The Theory behind Brand Admiration; Brand Trust, Love, and Respect; How to Build Brand Admiration: The 3Es; Key Takeaways; What about Your Brand?; Notes; 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?; Notes
  • Chapter 5 Building Brand AdmiratiCustomers introductionroduction; Overview; The Brand-Positioning Statement; Strategic Decisions for Developing a Positioning Statement; Positioning Statement and Financial Goals; Key Takeaways; What about Your Brand?; Notes; Chapter 6 Building Top-of-Mind Brand Recall; Introduction; Overview; Key Issues in TOM Brand Recall; Enhancing TOM Brand Recall Using Logos; Enhancing TOM Brand Recall Using Brand Names; Enhancing TOM Brand Recall Using Product (Package) Design; Designing Logos, Brand Names, and Product/Package Designs Jointly; Key Takeaways
  • What about Your Brand?Notes; 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?; Notes; Chapter 8 Leveraging Brand Admiration: Extension and Feedback Effects; Introduction; Overview; Why Leverage an Admired Brand?
  • How to Leverage a Brand: ProducStrategies keyxtension StrategiesKey Takeaways; What about Your Brand?; Notes; 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?; Notes; Chapter 10 Brand Architecture Design; Introduction; Overview; Brand Naming Options in Brand Architecture Design; Designing the Structure of the Company's Brand Architecture
Dimensions
unknown
Extent
1 online resource.
File format
unknown
Form of item
online
Isbn
9781119308096
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Quality assurance targets
not applicable
Reformatting quality
unknown
Reproduction note
Electronic reproduction.
Sound
unknown sound
Specific material designation
remote
System control number
(NhCcYBP)ybp13175601

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