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).
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The BRAND RELATIONSHIP Playbook
Understand, measure, and manage brand relationships to develop brand love, increase brand loyalty, expand brand’s lifetime value and increase overall profitability
Read this book if you want to understand how consumers think and feel about your brand and what they say and do with your brand. The book outlines how to measure, and manage brand relationships to develop brand love, increase brand loyalty, expand brand’s lifetime value, and increasing overall profitability.
A brand has a value that goes well beyond the value of products or services offered on the market. It provides consumers something to identify with, relate to, and define themselves against. Establishing a positive and strong relationship with consumers leads to willingness to pay a price premiums, lower churn rates, higher brand loyalty, positive word of mouth, higher consumer lifetime value, higher profit, and ultimately higher total shareholder return. As such, branding is a topic of foremost concern to top executives, managers and anyone else involved with marketing, branding and communications.
The BRAND RELATIONSHIP Playbook presents an overview of the state of the art and science of how consumers feel and think about brands and what they do and say about them. Based on the empathy map, it presents a single, comprehensive, coherent, and easy-to-use-model that integrates more than +45 branding concepts into one. 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. At the end of the book, useful references and a compilation of all survey questions, including the possibility to get from the author the QSF file, which can be imported directly into Qualtrics®, are provided.
WHY YOU SHOULD READ THIS BOOK
The BRAND RELATIONSHIP Playbook provides several key learnings and insights that any executive, marketing and brand manager or anyone interested in understanding how consumers think and feel and what they say and do about brands must know.
The book outlines the best-known brand relationship models currently in use (e.g., Edelman’s Brand Relationship Index, the Brand Advocacy Index of Boston Consulting Group, Prophet’s Brand Relevance Index)
The model is based on the empathy map and consists of four parts: How consumers feel and think about brands which represent the rational (thinking) and emotional (feeling) side of consumers’ decision making as well as what consumers say or do in relation to brands which relates to consumer’s behaviors.
For some of these concepts, hands on examples are provided to show how you can measure and present the results and findings of your own research.
The book presents the Brand Relationship Wheel that is based on scientific insights from research over the last few decades. It integrates +45 branding concepts into one single, comprehensive, coherent, and easy-to-use model.
Each branding concept is discussed on a one-pager consisting of a brief discussion of what the concept is and how it can be measured and managed. Key statistics and quotes are provided as well.
The book presents several new branding tools such as the Brand Satisfaction Matrix, Brand Trust Map, Brand Awareness Thermostat, Brand or Brand Complaint Matrix. Useful references as well as all survey questions as a downloadable Qualtrics® are provided. Contact the author to get the free Qualtrics® file.
Gelbman Family Chair of International Business
Professor of Marketing
Department of Business
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Winter Park, FL 32789