| Description |
1 online resource |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
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. |
| Summary |
Consumers aren't just using brands; they are engaging in rich, complex, ever-changing relationships, and they'll stay loyal, resisting marketing gimmicks from competitors and influencing others to try the brands they love. How can marketers cultivate and grow the deep relationships that earn this kind of love and drive lasting success for their brands? 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, he 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, this book 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. -- Edited summary from book |
| Subject |
Branding (Marketing)
|
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Product management.
|
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Customer relations.
|
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Stratégie de marque. |
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Produits commerciaux -- Gestion. |
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branding. |
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Branding (Marketing) |
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Customer relations |
|
Product management |
| Other Form: |
Print version: Halloran, Tim, 1969- Romancing the brand. First edition. San Francisco : Jossey-Bass, [2014] 9781118611289 (DLC) 2013043201 |
| ISBN |
9781118828960 (electronic bk.) |
|
1118828968 (electronic bk.) |
|
9781118828977 (electronic bk.) |
|
1118828976 (electronic bk.) |
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(cloth) |
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