اسرار التعلق بالعلامات التجارية

by Tim Halloran

The must-have guide for convincing consumers to fall in love with your brandAs consumers, we don't just use brands--we engage in a rich, complex, ever-changing relationship with them. Seasoned marketers of the most successful brands know that consumers who feel emotionally connected to a brand stay loyal, resist marketing gimmicks from competitors, and influence others to try the brand they love. How can marketers work to cultivate and grow those consumer relationships that will drive lasting success for their brands?

"Romancing the Brand" shows how to start, grow, maintain, and troubleshoot a successful relationship between brand and consumer, sharing 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, Tim Halloran shares the arsenal of classic and emerging marketing tools--such as benefit laddering and word-of-mouth marketing--that make best-in-class brands successful. He also reveals what most marketers are missing in their quest to master new techniques such as social media and big data. Ultimately, "Romancing the Brand" provides marketers with a new roadmap for making brands strong and resilient and keeping consumers coming back for more.Offers a relevant set of principles for fostering long-lasting brand-consumer relationships within a rapidly evolving marketing landscapeIncludes strategies, tools, and real-life examples of successful brands, such as Coke and Dos Equis, that continue to engage their consumer baseWritten by Timothy Halloran, a branding expert and consultant with over 20 years of brand management experience as president of Brand Illumination and marketing instructor at Georgia Tech, Mercer, and Emory University

"Romancing the Brand" gives marketers an insightful guide to creating and maintaining a loyal following for their brand.

Genres: Business, Nonfiction

Unknown Binding

First published December 31, 2013

Reviews

[Ahmed Mohamed · Rating 3 out of 5]

لقد استفدت الكثير من هذا الكتاب, وخصوصا حول الفكرة الاساسية التى بنى عليها هذا الكتاب وهى لكى تنجح اى علامة تجارية فى الاستحواذ على قلب وعقل المستهلك يجب ان تنشأ علاقة عاطفية بينهما, لان الامر لم يعد مقتصر على المميزات الوظيفية للعلامة التجارية فحسب ولكن يمتد الى المميزات العاطفية والاجتماعية حتى.

ايضا الكاتب اسلوبه سلس فى ذكر الامثلة التى تدعم الفكرة التى يرد ان يوصلها , وانا على المستوى الشخصى استفدت الكثير من تجارب شركة كوكاكولا التى ذكرها الكاتب والتحديات التى واجهتها

عموما الكتاب رائع وانصح به اى شخص يعمل فى مجال التسويق

[سارة shaalan) · Rating 4 out of 5]

هذا الكتاب ملهم للغاية لكل من يريد معرفة علاقة علم Branding بعلم Marketing. يحتوى علي الكثير من الأمثلة ودراسات الحالة؛ لهذا هو مناسب للغاية كبداية ومدخل لهذا العلم استمتعت بهذا الكتاب كثيرا وجاءت الترجمة مرضية للغاية

[Mohamed shahin · Rating 4 out of 5]

الكتاب ده من الكتب اللي حبيتها بشكل مش طبيعي وتأثرت بيها جدا وده لإن الكاتب متميز في الأسلوب وفي فكرة الكتاب وفي سلاسة العرض وكإنه قاعد بيتناقش معاك في المكتب.
الغريب إن اليفيو هنا عالكتاب عربي وانجليش ضعيف جدا لكن ده ميمنعش إن الكتاب مهم ومفيد وممتع

[Hawraa Ali · Rating 5 out of 5]

كتاب مميز جدا للناس المهتمين ببناء علامة تجارية ناجحة وقوية
اكثر حاجة عجبتني في الكتاب الامثلة والتجارب والقصص التي تم سردها باسلوب سلس وجميل ومفهوم لاي شخص
الكتاب علمي جدا وتقدر تاخذ ملاحظات وتطبقه مباشرة

[Dina Riadh · Rating 2 out of 5]

كتاب لطيف يعرض تجارب بعض الشركات الكبرى في مجال التسويق.. واهميه ربط المستهلك بعلاقه عاطفيه مع المنتجات لتحقيق أكبر نسبه مبيعات..

[Jawaher Tuw · Rating 3 out of 5]

" نحن نعلم أن المستهلكين يختارون العلامات التجارية، لكن العلامات التجارية كذلك تختار مستهلكيها"

[Laura · Rating 4 out of 5]

I learned a few things from this book:

1. With a possible single exception that proves the rule, I do not respond to marketing. On the third page, the book asks you to consider "Is there a brand that means something, really means something, to you?" No. "Maybe there is a certain brand of clothing that you seek out first in a store?" The one, recent, possible exception. "What about a certain brand of shoes you must have?" No. "Perhaps you are willing to drive an extra two miles down the road past your local grocery store to Trader Joe's." No. Not even a half-mile to Aldi's. "Maybe when your order a Coke and the waiter asks whether Pepsi is OK, you say that it's not." Ick to both. I can appreciate the creativity of soda ads, but I will never, ever, buy their products. "Maybe when planning a business trip, you invariably check to see if your preferred hotel has a location in the city you are visiting." Nope, cost wins. "Think back to your childhood. Was there a video game system or doll that you absolutely had to have? When you were a teenager, was there a band whose new album you waited for with anticipation, snatching it up the day it was released?" Nope. And now I'm starting to wonder if there is something wrong with me. I allegedly passionately wanted a Cabbage Patch doll, but it is beyond my memory. And I didn't like dolls, even then.

With that in mind, it is no surprise that my second realization from the book was that - I. hate. marketing. Most of the stuff marketers do bugs the crap out of me. I feel manipulated, and I hate to feel manipulated. All I want is a cheap, functional product that fits in my life. I DO. NOT. care if Jennifer Aniston uses it. One of the best stories in the book was that of Dos Equis beer. I love The Most Interesting Man in the World (note that that has never, not once, induced me to, you know, purchase the product). And one of my favorite things about those ads was the authenticity when he says at the end "I don't always drink beer, but when I do, I prefer Dos Equis." Look, we all know this is an actor, being paid to say these lines - but so frequently advertising agencies give their actors ridiculous lines to say... lines that pull you right out of whatever inventive moment they've drawn you into. Suffice to say, the great Dos Equis line almost never happened - because it was so against conventional marketing wisdom. What? He's going to say he DOESN'T always use our product?!? This encapsulates much of what I detest about marketing.

So it may come as a surprise that I not only liked this book, but that it made me like marketing better. When viewed as a way to serve the consumer, I, in fact, don't mind it at all. There are things I want to know about in the world (Swimjitsu!) - how am I gonna find out about them unless somebody tells me. If those who market could continually respect those to whom they market as much as this book does, I'd be a lot less annoyed by them. (Still wouldn't change my buying habits - I'm hopeless). The book ends with "Always remember to keep your consumers' best interests in mind, and never stop learning about them and communicating with them. It is only by keeping the consumer first, by making them special, that brands live up to the definition of a relationship. It is the way we as marketers will show integrity in our profession, doing right by our brands and our consumers." Now THAT'S good advice. (And spoken like a W&L grad)

A P.S. - reading about the aggressive marketing of sugar drinks is terrifying. No wonder we are having a health crisis. And they are, of course, targeting kids on purpose.

[Rodrigo · Rating 2 out of 5]

Prácticamente una pérdida de tiempo. Le pongo dos estrellas y no 1 porque te da un único buen insight: las relaciones de consumidor/ marca reflejan y siguen patrones de relaciones interpersonales e incluso románticas. Ahí se puede acabar el libro. También es interesante lo que cuenta a partir de haber vivido la competencia con Pepsi la segunda parte del siglo pasado como parte del equipo de Branding de Coca-Cola. Pero casi con carácter anecdótico más que de case study.

[Taylor Ellwood · Rating 5 out of 5]

Romancing the brand is an excellent book for understanding the relationship of branding to marketing. The author provides case studies and examples of how brands work to create intimate relationships withe clients. I particularly liked how the author drew on interviews with people from different brands to explain what did or didn't work. I also learned some interesting history around the marketing of particuar brands such as coke, dos equis, and other brands. If you are a business owner or marketer, you'll find this book useful for helping you understand how to create a relationship between your brand and your clients. As you'll learn, even with branding it all comes down to relationships and how people perceive your business. This book will help you understand and apply those principles to your own marketing.

[Lauren Revere · Rating 3 out of 5]

I enjoyed this book. It revealed an intimate side of the world of marketing of which I had not been aware in a clear way. Sometimes I felt the relationship analogy was forced which made small chunks of the work feel repetitive and disingenuous.

[Cara · Rating 4 out of 5]

A very good business book written by a very good friend of mine... A new approach to brand marketing, with lots of real-world examples, from the perspective of a longtime Coca-Cola insider.

[Elisa · Rating 4 out of 5]

Such a great read!
Halloran provides specific examples; he dissects brands to illustrate strategies.
Even when you think you *know* what he's talking about, he provides new inputs & new ideas

[Dina Nasr Eddin · Rating 4 out of 5]

علينا جميعا قراءة هذا اكتاب او ملخص له على الأقل لنفهم اتجاهاتنا الشخصية نحو الكثير من البراندات او العلامات التجارية المختلفة لنغير وجهة نظرنا في كثير من الأمور.

[Faisal · Rating 4 out of 5]

تيم هالوران مدير علامة تجارية في شركة كوكاكولا... ويعتبر من افضل من يحق له الكتابة في هذا المجال

يشبه تيم علاقة العلامة التجارية بالعميل بالعلاقات الانسانية التي يكون ملؤها العواطف واللقاءات... ينبغي على المسوق ان يجعل اللقاءات حميمية ويغذي هذه العلاقة... كما ينبغي له أن يؤطر السمات الاساسية في علامته التجارية ويستهدف الفئة الصحيحة من العملاء...

يقول تيم "العلاقة هي ارتباط أو تواصل، وتضم طرفين يعمل كلٌ منهما من أجل المنفعة المتبادلة بينهما"

ضرب تيم العديد من الأمثلة العملية على كل فكرة أراد إيصالها، مما يضفي على الكتاب طابع عملي...

بعد قراءة الكتاب لن تستغرب من سبب ارتفاع اسعار منتجات بعض العلامات التجارية و سوف تعرف كيف يرسم المسوقين المحترفين خططهم للتواصل مع الفئات المستهدفة من المستهلكين...

كلمة أخيرة... دار هنداوي المصرية تتميز بترجمتها الراقية

[Had · Rating 3 out of 5]

كتاب لطيف وخفيف ومفيد لاي شخص ماعنده فكرة عن التسويق وحاب يفتح مشروع.
يتكلم عن اهمية بناء علاقة بين العلامة التجارية والعميل ، الامثلة فيه كثيرة وممتعة واستمتعت وانا اقراها .
لكن بشكل شخصي لم يضيف لي شيء.

[Mostafa G Ismail · Rating 2 out of 5]

Very poor translation
With very few new info

[Wassim · Rating 3 out of 5]

معلومات جيدة لكن اسلوب الكتابة او الترجمة لم تعجبني.

[Martin Bihl · Rating 4 out of 5]

to read my review, please visit http://the-agency-review.com/romancin...