Max Blackston

The Righteous Brand

Consumer Brand Relationships in a Polarized World

• Gebundenes Buch

Produktbeschreibung

Bringing order to the chaos of modern brand marketing, the second edition of Brand Love is not Enough combines an intuitive model of how consumers relate to brands, with an up-to-the-moment analysis of how brands are both victims and players in today's raging culture wars.

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Produktdetails

• Verlag: Taylor & Francis Ltd
• 2. Auflage
• Seitenzahl: 268
• Erscheinungstermin: 31. März 2025
• Englisch
• Abmessung: 229mm x 152mm
• ISBN-13: 9781032882376
• ISBN-10: 1032882379
• Artikelnr.: 71780449

Autorenporträt

Max Blackston is a brand strategist, market researcher and consumer psychologist with a long record of innovation in the consumer sciences. Following stints as managing director of Unilever research companies in Milan and London, Max moved to New York as Head of Strategic Planning at Ogilvy & Mather Advertising. Max became worldwide brand research leader at Research International, and consultant with Young & Rubicam's BrandAsset Valuator Group in New York. Max is founding partner at Blackbar Consulting.

Inhaltsangabe

Part 1
Consumer Brand Relationships. Chapter 1
The i
mage gap. Chapter 2
The Relational Brand. Chapter 3
Relationships with Packaged Goods Brands. Chapter 4
Relationships with Prestige Brands. Chapter 5
How Brand Relationships Mitigate Consumers' Risk. Chapter 6
Relationships with Corporate Brands. Chapter 7
Universal Brand Relationships. Chapter 8
The Current and Future Value of Brand Relationships. Part 2
The Righteous Brand. Chapter 9
How brands navigate an era of social and political polarization. Chapter 10
What is the Purpose of a brand? Chapter 11
Brand Sanctity, the canary in the mine. Chapter 12
Achieving Consensus with Brands' Moral Relationships