株式会社極東書店トップ ＞ 商品一覧 ＞ Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers.
商品詳細
Romancing the Brand: How Brands Create Strong, Intimate Relationships with Consumers.
・ISBN 978-1-118-61128-9 hard US$ 27.99
￥6,557.- (税込) ※（※）価格はご注文時の参考価格となります。
納品価格につきましては書籍の入荷時点で確定となります。
版元の原価改定、外国為替の変動等により異なる場合がございますので、予めご了承下さい。
| 著者・編者 | Halloran, Tim, |
|---|---|
| 出版社 | (Jossey-Bass Inc.,U.S., US) |
| 出版年月 | 2014 |
| ページ数 | 272 pp. |
| 言語 | ENG |
| ニュース番号 | ＜A02-8460＞ |
解説
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.