000			02157nam a22002057a 4500
999			_c4815 _d4815
005			20230221125742.0
008			230221b ||||| |||| 00| 0 eng d
020			_a9781118611289
082			_a658.827 _bHIL
100			_aHilloran, Tim _911099
245			_aRomancing the brand: _bhow brands create strong, intimate relationships with consumers
260			_bJossey-Bass _aSan Francisco _c2014
300			_a262 p.
365			_aINR _b2240.00
520			_aA 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.
650			_aProduct management _9334
650			_aBranding (Marketing) _9408
650			_aCustomer relations _9639
942			_2ddc _cBK