Brand Admiration

List of Figures ix
 
List of Tables x
 
About the Authors xi
 
Foreword xiii
 
Preface: What Makes This Book Different? xv
 
SECTION 1 THE BIG PICTURE 1
 
Chapter 1 Why Brand Admiration? 3
 
Introduction 3
 
The Value of a Brand 4
 
The Brand Admiration Management System 15
 
Notes 18
 
Chapter 2 Living Examples of Admired Brands 21
 
Introduction 21
 
Overview 24
 
Admired Brand in the B2B Market 25
 
Admired Brand in the Nonprofit (Service) Market 28
 
Admired Brand in the International Market 29
 
Types of Brands 30
 
Key Takeaways 33
 
What about Your Brand? 34
 
Notes 35
 
Chapter 3 The Science behind Brand Admiration 37
 
Introduction 37
 
Overview 37
 
The Theory behind Brand Admiration 38
 
Brand Trust, Love, and Respect 41
 
How to Build Brand Admiration: The 3Es 43
 
Key Takeaways 52
 
What about Your Brand? 53
 
Notes 54
 
SECTION 2 BUILDING ADMIRED BRANDS 59
 
Chapter 4 Building Admiration from the Inside 61
 
Introduction 61
 
Overview 62
 
Employees as Brand-Building Resources 62
 
Creating a Meaningful Mission Statement 65
 
Enabling, Enticing, and Enriching Features That Make the Mission Statement Come to Life 67
 
Enabling, Enticing, and Enriching Employees as People 72
 
Key Takeaways 78
 
What about Your Brand? 79
 
Notes 79
 
Chapter 5 Building Brand Admiration among Customers 83
 
Introduction 83
 
Overview 84
 
The Brand-Positioning Statement 84
 
Strategic Decisions for Developing a Positioning Statement 86
 
Positioning Statement and Financial Goals 101
 
Key Takeaways 101
 
What about Your Brand? 102
 
Notes 103
 
Chapter 6 Building Top-of-Mind Brand Recall 105
 
Introduction

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.

"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 as well as 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, Professor of Marketing, Stanford Graduate School of Business
 

"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 goldmine 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. Former Executive Director of the Marketing Science Institute.
 

"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 Executive at Nestle, USA.
 

"The brand admiration model provides a compelling framework (the 3E's) for developing brands that enhance value to customers and company 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
 

"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