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- MARRIED TO THE BRAND : WHY CONSUMERS BOND WITH SOME BRANDS FOR LIFE
DetailsAlthough 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.This resource examines why some companies develop this most desirable consumer connection, and why others don't.ABOUT THE AUTHOR: William J. McEwen, Ph.D., consults on brand communications and brand equity management. He spent 25 years in senior planning and account management positions with leading advertising agencies, including McCann-Erickson, FCB, and D'Arcy. He has been a frequent and prolific contributor to advertising and marketing journals, a regular speaker at industry events, and also serves as an editorial board member for two marketing and advertising journals.
SKU Code PRK B 2411 Weight in Kg 0.4100 Brand Bookwomb Dispatch Period in Days 3 ISBN No. 9781595620057 Author Name WILLIAM J. MCEWEN Publisher Name GALLUP PUBLISHER