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Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers

Publisher: Jossey-Bass, 2013

ISBN: 9781118611289

Product: Book, Hardcover

May have wear from normal use.

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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.

Ultimately, Romancing the Brand provides marketers with a set of principles for making brands strong, resilient, and beloved--and the insight and confidence to use them.

ISBN/UPC:

9781118611289

Product:

Book, Hardcover

Title:

Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers

Contributors
Publisher:

Jossey-bass, 2013

Pages:

272

Languages:

English

Specification:

9.2 x 6.3 x 1.0 inches, 1 pounds

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Acceptable:Fairly worn but fully readable and intact. Pages may include notes, highlighting, or minor water damage. Dust jacket, CDs, product codes, or other inclusions may be missing or expired.
Good:Shows signs of wear. Pages may include limited notes or highlighting. Dust jacket, CDs, product codes, or other inclusions may be missing or expired.
Very Good:Item has seen limited use and has minimal signs of wear. Pages are clean without markings. Dust jacket, CDs, product codes, or other inclusions may be missing or expired.
Like New:Shows little to no signs of wear. Spine has no signs of creasing. Pages are clean without markings. CDs, product codes, or other inclusions may be missing or expired.