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Married to the Brand: Why Consumers Bond with Some Brands for Life
William J. McEwan
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Description for Married to the Brand: Why Consumers Bond with Some Brands for Life
Hardback. Packed with stories and compelling discoveries from an impressive worldwide consumer database, Married to the Brand reveals why consumers bond with some brands - but not others. Num Pages: 210 pages, illustrations. BIC Classification: KJS. Category: (G) General (US: Trade). Dimension: 236 x 154 x 17. Weight in Grams: 394.
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 ... Read more
Show LessProduct Details
Publisher
Gallup Press
Format
Hardback
Publication date
2005
Condition
New
Number of Pages
144
Place of Publication
Omaha, United States
ISBN
9781595620057
SKU
V9781595620057
Shipping Time
Usually ships in 15 to 20 working days
Ref
99-15
About William J. McEwan
Bill McEwen is a Global Practice Leader at The Gallup Organization, in charge of its worldwide Brand Management Practice. As team leader, he has spearheaded the development of programs that have built brand relationships from Singapore to Sao Paulo and from Washington to Wiesbaden. These programs have been successfully applied to a broad range of marketing challenges - including department ... Read more
Reviews for Married to the Brand: Why Consumers Bond with Some Brands for Life
"Every afternoon, Marty walks four and a half blocks to the Starbucks near his office. Sure, Marty has coffee available at work, yet he leaves the office and walks past two other coffee shops to get to Starbucks, where he gladly pays $1.60 for something he could get for free... Marty gives something to Starbucks, Monday through Friday, but that's ... Read more