Brand Admiration: Building A Business People Love

Brand Admiration provides an integrated perspective on how to make strategic and tactical branding decisions. The myriad real-world examples, using the world’s most admired brands, reinforce and make tangible the book’s concepts and integrative perspective. Brand Admiration will help readers understand how strategic and tactical elements of branding work together and over time. It is the only book that provides a coherent and integrated perspective on branding decisions over time. It discusses pertinent issues relevant to the introduction of a new brand to the marketplace, its enhancement in the face of competitive pressures and marketplace dynamics, and how it can be leveraged through brand extensions; brand alliances; partnerships, etc.

C. Whan Park (marshall.usc.edu, Los Angeles) has published numerous articles in leading journals, including the Journal of Marketing Research, Journal of Consumer Research, and Journal of Marketing. He was the editor of the Journal of Consumer Psychology (2008-2012) and serves on the editorial board of the Journal of Marketing and the Journal of Consumer Psychology. Professor Park is currently director of Global Branding Center. Prior to joining USC, Professor Park was the Albert Wesley Frey Distinguished Professor of Marketing at the Katz School of Business at the University of Pittsburgh.

Deborah MacInnis (marshall.usc.edu, Los Angeles) is an expert in marketing communications, information processing, branding, and emotions, who has published in the Journal of Consumer Research, Journal of Marketing Research, Journal of Marketing, and Journal of Personality and Social Psychology, among others and the Alpha Kappa PSI Awards. She received the Maynard for the most significant contribution to marketing thought in the Journal of Marketing. She is current co-editor of the Journal of Consumer Research, former associate editor of the Journal of Consumer Psychology, and past President of the Association for Consumer Research. Professor MacInnis has also received several teaching awards including Marshall's Golden Apple.

Dr Andreas B. Eisingerich (www.imperial.ac.uk, is Professor of Marketing at Imperial College Business School. Prior to joining Imperial College Business School, Dr Eisingerich managed the Center for Global Innovation at the University of Southern California's Marshall School of Business in Los Angeles. Dr Eisingerich is best known for his work on consumer engagement and communication strategies, brand management, and service innovation. Current research projects are on the engagement of consumers in different business contexts, including e-commerce and healthcare, the management of brand extension portfolios for greater firm value as well as positive feedback effects of far brand extensions. Furthermore, Dr Eisingerich studies brands' resistance to negative information and the role of brand attachment in consumer-brand relationships.