Married to the Brand: Why Consumers Bond with Some Brands for Life / Edition 1
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Married to the Brand: Why Consumers Bond with Some Brands for Life / Edition 1

5.0 3
by William J. McEwen
     
 

ISBN-10: 1595620052

ISBN-13: 9781595620057

Pub. Date: 11/09/2005

Publisher: Gallup Press

Packed with stories and compelling discoveries from an impressive worldwide consumer database, Married to the Brand reveals why consumers bond with some brands — but not others. Looking through the all-important eyes of the consumer, it shows what companies must do to build enduring and profitable brand relationships.

Companies spend millions of dollars

Overview

Packed with stories and compelling discoveries from an impressive worldwide consumer database, Married to the Brand reveals why consumers bond with some brands — but not others. Looking through the all-important eyes of the consumer, it shows what companies must do to build enduring and profitable brand relationships.

Companies spend millions of dollars every year trying to court consumers. They invest in flashy advertising, celebrity endorsements, loyalty programs, Web sites . . . you name it. And they spend millions more trying to build their businesses through elaborate “relationship management” software.

The result? Most marketers still aren’t emotionally connecting with consumers.

Sure, their strategies may draw raves, and their ads may win impressive awards at Cannes. They may even raise their brand awareness. But they too often fail to build enduring brand relationships. Put another way: Many marketers are great at wooing a “first date” with consumers — yet lousy at creating a lasting marriage between buyer and brand.

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.

Emotions aren’t simply warm, fluffy concepts. According to Married to the Brand, which draws on 60 years of Gallup Organization research into consumer psychology, emotional connections can be measured and managed. Married to the Brand shows you how. This is a must-read for profit-obsessed marketers everywhere — from the boardroom, where strategies are formulated, to the front lines, where employees “live” the brand every day.

Product Details

ISBN-13:
9781595620057
Publisher:
Gallup Press
Publication date:
11/09/2005
Edition description:
New Edition
Pages:
210
Product dimensions:
7.10(w) x 9.28(h) x 0.70(d)

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Married to the Brand: Why Consumers Bond with Some Brands for Life 5 out of 5 based on 0 ratings. 3 reviews.
RolfDobelli More than 1 year ago
Why do some people drive an extra mile for a cup of Dunkin¿ Donuts coffee, fly only on JetBlue, or use Dial soap year after year? According to author William J. McEwen, it¿s because they are ¿married to the brand.¿ They feel an emotional connection that goes far beyond simply liking the product. These ¿brand marriages¿ can translate into a substantial increase in profits for your company. However, in spite of a plethora of customer loyalty and customer satisfaction programs, most hard-working brand managers fall short of tying the knot. In other words, they¿re flirting with customers and may even go on several dates, but they¿re not leading them to the brand altar to get hitched in permanent commercial bliss. In this work, McEwen explores the emotional link between customers and brands, and offers a variety of recommendations based on research conducted by his employer, the Gallup Organization. getAbstract suggests this book to brand managers or marketers who are ready to make a meaningful and emotional commitment ¿ to your customers, that is ¿ and who don¿t mind tracking the marital metaphor all the way to market.
Guest More than 1 year ago
This innovative and scientific book examines the phenomenon of emotional branding.This text is useful especially for anyone working in the field of branding, social psychology or/and anthropology. It covers the fundamental areas of the brand building process, focusing mainly on how to create strong ¿brand-consumer¿ relationships. These emotional bonds keep brands alive. Only systematic and rigorous strategy aimed at enhancing these bonds can lead to sustained ¿love affair¿ between consumers and brands. This book brings together a selection of fascinating theories and proofs - which all are based on thorough research studies. Using a relaxed plain-talk, McEwan provides extremely scientific ¿handbook of consumer behavior¿.
Guest More than 1 year ago
A thoroughly enjoyable and illuminating read, Dr. McEwen dispells the myths behind brand marketing by telling the true stories of consumers' experiences therewith. This is a truly engaging and fascinating read for anyone curious about Disney's or Coca Cola's stranglehold on the market, or just for anyone curious to learn how the market has shaped their own habits. Truly, this is the best book I've read in recent memory!