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9781595620057

Married to the Brand Why Consumers Bond with Some Brands for Life

by
  • ISBN13:

    9781595620057

  • ISBN10:

    1595620052

  • Format: Hardcover
  • Copyright: 2005-11-01
  • Publisher: Gallup Press

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Supplemental Materials

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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)
Part 1: Brand Confidence
Chapter 9. Keeping the Brand Marriage Vows 75(10)
Part 2: Brand Integrity
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

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

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