Married to the Brand Why Consumers Bond with

"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.

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.

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

What is included with this book?

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

Summary

Author Biography

Table of Contents

Supplemental Materials