Romancing the brand : how brands create strong, inimate relationship with consumers

Author

• Halloran, Tim

Additional Author(s)

-

Publisher

San Francisco : Jossey-Bass, 2014

Language

English

ISBN

9781118611289

Series

Subject(s)

• BRANDING (MARKETING)
• CUSTOMER RELATIONS
• PRODUCT MANAGEMENT

Notes

. . Index: p. 245-262

Abstract

A young woman tells a focus group that Diet Coke is like her boyfriend. A twenty-something tattoos the logo of Turner Classic Movies onto his skin. These consumers aren't just using these brands. They are engaging in a rich, complex, ever-changing relationship, and they'll stay loyal, resisting marketing gimmicks from competitors and influencing others to try the brand they love. How can marketers cultivate and grow the deep relationships that earn this kind of love and drive lasting success for their brands?In" Romancing the Brand, "branding expert Tim Halloran reveals what it takes to make consumers fall in love with your brand." Step by step, he reveals how to start, grow, maintain, and troubleshoot a flourishing relationship between brand and consumer. Along the way, Halloran shares the secrets behind establishing a mutually beneficial "romance." Drawing on exclusive, in-depth interviews with managers of some of the world's most iconic brands, "Romancing the Brand" arms you with an arsenal of classic and emerging marketing tools--such as benefit laddering and word-of-mouth marketing--that make best-in-class brands so successful. The book is filled with examples, strategies, and tools from powerful brands that consumers love, including Coke, Dos Equis, smartwater, the Atlanta Falcons, Domino's Pizza, Bounty, Turner Classic Movies, and many more.

Physical Dimension

Number of Page(s)

v, 262 p.

Dimension

24 cm.

Other Desc.

ill.

Summary / Review / Table of Content

Romance and the brand --
Know yourself --
Know your type --
Meet memorably --
Make it mutual --
Deepen the connection --
Keep love alive --
Making up --
Breaking up and moving on.

Exemplar(s)

#	Accession No.	Call Number	Location	Status
1.	02976/16	658.827 Hal R	Library - 7th Floor	Available