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Be Admired

Brand Admiration

The Big Idea

What is Brand Admiration

diagram-arrowsThink about a few well-known brands: Nike, Apple, Disney, Google, and Salesforce. What do they have in common? Yes, they’re well-known brands with good products or services. But their enduring relevance and success can be attributed to the fact that they are admired.

Admired brands are those that customers love, trust and respect; so much so that they feel some kind of personal connection to the brand. The brand is the first one people think about when they need something in the brand’s product category. Customers not only buy your brand, they talk well of it, even if they pay a little more for it, and they’ll be more forgiving when you mess up. Customers who feel this way want to stay with your brand forever.

When customers admire your brand, they will defend it, and tell the world about it.

Debbie MacInnis

Why You Should Care


Admired brands solve customers' problems in a way that’s pleasing, fun, interesting, and emotionally involving while making people feel good about themselves.

Building Brand Admiration

Who We Work With

Our Partners

Brand admiration is attainable for any company. And the MarketingProfs Game Changer program will show you how. This new type of development for your marketing team is designed to drive real business results. Game Changer helps take the branding work you’ve already done to the next level, ensuring your marketers are aligned with a common vision and language—and driving brand admiration through every interaction with every customer. You’ll get the step-by-step, ROI-oriented guide organizations dream of to transform your own brand into an admired brand.  VISIT MARKETINGPROFS


The Global Branding Center aims to develop, execute and disseminate path-breaking global branding research on traditional and entertainment brands. The center serves the needs of practicing marketers by developing innovative and cost-efficient branding solutions on cutting edge-strategic topics related to brand growth, brand attachment, brand hierarchies, brand fortification and equity maximization, brand and line extensions, brand equity measurement and brand alliances and co-branding efforts.  VISIT THE GLOBAL BRANDING CENTER

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The Book

In this breakthrough, action-based book the authors provide an overarching framework that describes how companies can systematically create and sustain brand value— both for a company and its customers. The fundamental takeaway is that brand admiration is the ultimate destination point for brands, creating strong brand equity and future growth opportunities. The authors lead readers to understand how to build, strengthen, and leverage brand admiration, and they provide dashboard metrics and a measure of brand equity. What’s more, the framework applies to brands in any type of business and across industries—from B2B and B2C to tech, commodities, celebrities, institutions, and nonprofit organizations. Everyone can learn from this book.

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Read reviews of the book
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Finally, a book that evolves the discipline of branding with a fresh, comprehensive, and practical approach. This is a must-read for business leaders looking to build an enduring brand that will maximize the value of their company.

Doreen Ida, former Division President and Marketing Executive at Nestle, USA.

This book constitutes a rich and insightful addition in the world of brand strategy as it pinpoints the ins and outs of how to build a beloved brand. Any one or any company committed in being an “Admired Brand”, this one is required.

Eui Sun Chung, Vice Chairman, Hyundai Motor Company

Savvy branders like Apple and Nike know that to win you need to go beyond functionality into emotionality. But how do you execute on making your brand human? Park, MacInnis and Eisingerich provide an easy-to-use roadmap grounded in rigorous consumer psychology research. Their Enable, Entice, Enrich framework is logical, intuitive, and timely. This book gives you the conceptual tools to create and sustain brands that are admired

Rohit Deshpandé, Sebastian S. Kresge Professor of Marketing Harvard Business School

The brand admiration model provides a compelling framework (the 3E’s) for developing brands that enhance value to customers and company alike. Such brands connect with customers and meet goals contributing to their happiness by providing meaning, identity, and emotion. This is powerful stuff!

James R. Bettman, Burlington Industries Professor, Fuqua School of Business, Duke University

The Back Story

About the Authors

C.W. Park

cwparkDr. C. Whan Park is the Robert E. Brooker Professor of Marketing and Director of the Global Branding Center at the Marshall School of Business, University of Southern California. He had served as an advisor and as member of the Board of Directors for Samsung Corporation and as an advisor for Pulmuone Corporation. He is co-author of Marketing Management and Handbook of Brand Relationships. His numerous branding articles have appeared in top academic and practitioner journals, including the Journal of Marketing, Journal of Marketing Research, and Harvard Business Review. He is the recipient of the Alpha Kappa Psi award for his article on strategic brand management. He is also a recipient of the 2012 Fellow of Society of Consumer Psychology and the 2015 Fellow of Association for Consumer Research. Professor Park is former editor of the Journal of Consumer Psychology.

Debbie MacInnis

macinnisDr. Deborah J. MacInnis is the Charles L. and Ramona I. Hilliard Professor of Business Administration at the Marshall School of Business, University of Southern California. She has consulted with companies and the government in the areas of consumer behavior and branding. She is Theory Development Editor at the Journal of Marketing, and former Co-Editor of the Journal of Consumer Research. Professor MacInnis has served as President of the Association for Consumer Research and Vice President of Conferences and Research for the American Marketing Association’s Academic Council. She has received the Journal of Marketing’s Alpha Kappa Psi and Maynard Awards for the papers that make the greatest contribution to marketing thought. She is co-author of a leading textbook on consumer behavior and is co-editor of several edited volumes on branding.

Andreas Eisingerich

andreasDr. Andreas Eisingerich is Professor of Marketing at Imperial College Business School, Imperial College London. He holds a BSc degree from the London School of Economics (Management with a focus on economics, psychology and sociology, 2003), and a research master degree from the University of Cambridge (MPhil in Management with focus on marketing, 2004), where he also earned his PhD in Marketing (2006). He publishes widely in leading academic and practitioner journals. Professor Eisingerich’s work focuses on consumer behavior, brand management, and service innovation and includes collaborations with the Bill & Melinda Gates Foundation, UNAIDS, WHO, WWF, Traffic and numerous businesses across industries.


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