Married to the Brand - 9781595620057

Although 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.

Informazioni bibliografiche

• Titolo del Libro in lingua: Married to the Brand
• Sottotitolo: Why Consumers Bond With Some Brands for Life : Lessons From 60 Years of Research into The Psychology of Consumer Relationships
• Lingua: English
• Autore:  McEwen William J.
• Editore: Gallup Pr
• Collana: Gallup Pr (Hardcover)
• Data di Pubblicazione: 09 Settembre '05
• Genere: BUSINESS and ECONOMICS
• Argomenti :  Brand loyalty Consumers' preferences Product management
• Pagine: 135
• Dimensioni mm: 228 x 152 x 19
• ISBN-10: 1595620052
• EAN-13: 9781595620057