>C. Whan Park
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!
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.
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.
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.
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.
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.
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!
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.
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.
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
No part of this publication may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, electronic, mechanical, photocopying, recording, scanning, or otherwise, except as permitted under Section 107 or 108 of the 1976 United States Copyright Act, without either the prior written permission of the Publisher, or authorization through payment of the appropriate per-copy fee to the Copyright Clearance Center, 222 Rosewood Drive, Danvers, MA 01923, (978) 750-8400, fax (978) 646-8600, or on the web at www.copyright.com. Requests to the Publisher for permission should be addressed to the Permissions Department, John Wiley & Sons, Inc., 111 River Street, Hoboken, NJ 07030, (201) 748-6011, fax (201) 748-6008, or online at www.wiley.com/go/permissions.
Limit of Liability/Disclaimer of Warranty: While the publisher and author have used their best efforts in preparing this book, they make no representations or warranties with respect to the accuracy or completeness of the contents of this book and specifically disclaim any implied warranties of merchantability or fitness for a particular purpose. No warranty may be created or extended by sales representatives or written sales materials. The advice and strategies contained herein may not be suitable for your situation. You should consult with a professional where appropriate. Neither the publisher nor the author shall be liable for damages arising herefrom.
For general information about our other products and services, please contact our Customer Care Department within the United States at (800) 762-2974, outside the United States at (317) 572-3993 or fax (317) 572-4002.
Wiley publishes in a variety of print and electronic formats and by print-on-demand. Some material included with standard print versions of this book may not be included in e-books or in print-on-demand. If this book refers to media such as a CD or DVD that is not included in the version you purchased, you may download this material at http://booksupport.wiley.com. For more information about Wiley products, visit www.wiley.com.
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
