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
