How would you feel about a bank that handled all of your financial needs efficiently, but made you feel like a dummy? In a relationship between two people, what the other person thinks of you (or what you believe they think of you) exerts great influence on the quality of your relationship. The same is true for your relationship with brands.
In this trailblazing book, Blackston extends his theory on consumer brand relationships introduced in the 1990s. He introduces a new construct called "brand's attitude," which complements the idea of brand image and introduces a typology of consumer relationships that is richer and more varied than the familiar concept of brand love. This construct describes more fully the two-way street that exists between consumers and brands, and fills a crucial gap in traditional branding literature in explaining consumers’ brand purchasing and usage behavior.
Drawing on numerous actual examples and cases from a variety of different industries, and supported by 30 years of consumer data, Brand Love is not Enough should be on the shelf of any serious marketer or student of branding.
Table of Contents
1. What are Brands' Attitudes
2. The Theory of Relational Branding
3. Relationships with Packaged Goods Brands
4. Relationships with Prestige Brands
5. Consumer Brand Relationships and Risk
6. Relationships with Corporate Brands
7. Universal Brand Relationships
8. Modeling CBR and the Value of Branded Businesses
Appendix: Researching Brand Relationships
Max Blackston is a founding partner at BlackBar Consulting, USA. He is a brand strategist, market researcher, and consumer psychologist with a long track record of innovation in the consumer sciences. His work, where he conceptualized the first original theory of consumer brand relationships, has gained wide recognition both in the academic world and by fellow practitioners, and has been published and reprinted in many countries.