Married to the Brand : Why Consumers Bond with Some Brands for Life Hardback
by William J. McEwan
Hardback
Description
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.
Information
-
Available to Order - This title is available to order, with delivery expected within 2 weeks
- Format:Hardback
- Pages:144 pages
- Publisher:Gallup Press
- Publication Date:01/11/2005
- Category:
- ISBN:9781595620057
Information
-
Available to Order - This title is available to order, with delivery expected within 2 weeks
- Format:Hardback
- Pages:144 pages
- Publisher:Gallup Press
- Publication Date:01/11/2005
- Category:
- ISBN:9781595620057