Married to the Brand Why Consumers Bond with Some Brands for Life
by McEwen, William J.Format: Hardcover
Pub. Date: 2005-11-01
Publisher(s): Gallup Press
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Summary
"Married to the Brand tells the story of what makes profitable brand relationships work - through the eyes of the consumer, not the marketer. Packed with stories and compelling discoveries from a worldwide consumer database, this book explores why people bond with some brands and not others."--BOOK JACKET.
Author Biography
William J. McEwen is a Global Practice Leader at The Gallup Organization, where he consults with major clients on brand communications and brand equity management.
Table of Contents
| Introduction | 1 | (8) | |
| Chapter 1. A Pathway to Brand Passion | 9 | (6) | |
| Chapter 2. Why Consumers Marry Brands | 15 | (10) | |
| Chapter 3. Brand Relationships: Why Companies Should Care | 25 | (6) | |
| Chapter 4. Brand Encounters: Connecting With Consumers | 31 | (10) | |
| Chapter 5. Beginning a Lasting Relationship | 41 | (8) | |
| Chapter 6. Five Ps: Tools for the Brand-Building Trades | 49 | (12) | |
| Chapter 7. The Brand Marriage: Winning Hearts and Minds | 61 | (8) | |
| Chapter 8. Keeping the Brand Marriage Vows | 69 | (6) | |
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| Chapter 9. Keeping the Brand Marriage Vows | 75 | (10) | |
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| Chapter 10. Building on the Foundation: Brand Pride | 85 | (8) | |
| Chapter 11. The Emotional Pinnacle: Brand Passion | 93 | (6) | |
| Chapter 12. Brand Marriages and the Engagement Imperative | 99 | (8) | |
| Chapter 13. The Value of a Healthy Brand Marriage | 107 | (8) | |
| Chapter 14. Brand Marriage Management | 115 | (12) | |
| Appendix A. Engagement Potential Rating Scales | 127 | (2) | |
| Appendix B. Customer Engagement (CE¹¹) Rating Scales | 129 | (2) | |
| Learn More | 131 | (2) | |
| Acknowledgements | 133 |
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