THE BRAND RELATIONSHIP PLAYBOOK: Understand, measure, and manage brand relationships to develop brand love, increase brand loyalty, expand brand’s lifetime value and increasing overall profitability. - Softcover

Fetscherin, Dr. Marc

Softcover

ISBN 10: 1694273008 ISBN 13: 9781694273000

Publisher: Independently published, 2019

Synopsis

The "Brand Relationship Playbook" earned in 2020 the Axiom Business Book Award Bronze Medal in the Advertising / Marketing / PR category. The book outlines for executives, marketing or brand managers or anyone interesting in branding the appropriate tools to assess how consumers feel and think about brands and what they say and do with brands. The book presents an overview of the state of the art and science of branding. Based on the empathy map, the book presents a novel single, comprehensive, coherent, and easy-to-use-model that integrates more than +45 branding concepts into one model. It discussed concepts like brand experience, brand trust, brand love, brand loyalty, brand advocacy, but also brand indifference, brand hate, brand switching or brand sabotage. For each concept, a one-pager consisting of a brief discussion of what it is, how it can be measured and managed is provided. Many are complemented with hands on examples and useful additional tools such as the Brand Trust Map, Brand Promoter Matrix, Brand Love Pyramid, or Brand Complaint Matrix. Book website: www.brandrelationshipbook.comAward website: http://www.axiomawards.com/86/award-winners/2020-winners

About this title

About the Author

Marc Fetscherin is the Gelbman Family Chair of International Business and Professor of Marketing in the Department of Business (AACSB accredited) at Rollins College, Orlando, Florida. His expertise is in marketing, branding, and market research: specifically, his expertise is in corporate branding, place branding, human brands, and brand relationships. His degrees includes a master's from the University of Lausanne (HEC), another graduate diploma from the London School of Economics (LSE), a PhD from the University of Bern, and a post-doctoral fellowship from Harvard University. Prior his academic career, he was the CEO of Bonfort S.A., a small Swiss luxury company, and a consultant for McKinsey & Company.
 
He has been a visiting professor at the East China University of Science and Technology (China), the Copenhagen Business School (Denmark), Jacobs University (Germany), the University of Fribourg, (Switzerland), the University of Lausanne (Switzerland), the University of Geneva (Switzerland), and the Lucerne University of Applied Sciences and Arts (Switzerland). He was also an adviser to the Swiss Government as a member of the Federal Commission of Consumer Affairs (2012-2013).
​
His published output includes books, book chapters, and journal articles. His articles have appeared in Harvard Business Review, Journal of Business Research, Journal of Advertising Research, International Journal of Market Research, International Marketing Review, European Journal of Marketing, Journal of Consumer Marketing, Journal of Brand Management and Journal of Product and Brand Management among others. His most recent co-edited books are Consumer Brand Relationships: Theory and Practice (2012), Consumer Brand Relationships: Meaning, Measuring, Managing (2015), and CEO Branding: Theory and Practice (2015), The Brand Relationship Playbook (2020). 

Edition details

• Publisher: Independently published
• Publication date: 2019
• ISBN 10: 1694273008
• ISBN 13: 9781694273000
• Binding: Paperback
• Language: English
• Number of pages: 196