Passion Branding : Harnessing the Power of Emotion to Build Strong Brands
Neill. Duffy
Bok Engelsk 2004 · Electronic books.
| Utgitt | Chichester : : Wiley, , 2004.
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| Omfang | 1 online resource (265 p.)
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| Opplysninger | Description based upon print version of record.. - Passion Branding; Contents; Acknowledgements; Chapter 1 Passion branding - a new way of marketing; Chapter 2 The passion economy - a new way of thinking; Where we've come from . . . and where we've got to; The passion economy - new trends and expectations; Passion branding - building relationships in the passion economy; Chapter 3 Building brands in the passion economy; Passion branding at the heart of brand building; 3D permission marketing - anticipated, personal and relevant; Case Study: MasterCard Major League Baseball Memorable Moments; Contributing towards brand equity. - Case Study: Anna Kournikova: the power of athlete endorsementsCase Study: Maxidor's sponsorship of Max the Gorilla and the Johannesburg Zoo; Cause related marketing; Case Study: Old Mutual's Save Chapman's Peak Fund; Social responsibility marketing; Case Study: Laureus Sport for Good; Public private sector co-operative marketing; Case Study: Proudly South African; Passion branding in the public domain; Case Study: HSBC Global Education Challenge; Chapter 6 Strategic passion branding management; Passion branding road map; The elements of a successful passion branding programme. - Case Study: Shell's sponsorship of Ferrari Formula OneCase Study: Flora London Marathon 2001; Case Study: Hyundai and the 2002 FIFA World Cup(TM); Case Study: Orange Prize for Fiction and Orange 'enjoymusic' Tour; Case Study: Nedbank Arts, Green and Sport; Chapter 4 Passion Branding - more than just brand building; Driving revenue growth; Case Study: MTN Gladiators; Energizing staff; Motivating the trade; Experiential marketing; Sponsor/Sponsee partnerships; Chapter 5 Passion platforms; Sport and entertainment marketing; Case Study: NTL's sponsorship of the British Lions. - Evalu8 - a sponsorship evaluation toolIdentifying problem areas that require interaction; Chapter 8 A changing landscape - some challenges to manage; The evolution of delivery platforms; Traditional sports business models under threat; Increasing sponsorship clutter; Generation Y; Ambush marketing; Appendix Thought leaders' pen pictures; Index. - Extracting maximum value through leverage programmesCase Study: Guinness Rugby World Cup 1999; Ideation - the point of difference; The role of the specialist agency; Managing global programmes; Case Study: Coca-Cola 2002 FIFA World Cup(TM); Managing multi-sponsor programmes; Exit strategy management; Contract management; Managing effective sponsorship programmes; Chapter 7 Measurement - accountability and return on investment; Effect vs. Output; Quantitative and Qualitative measures; Case Study: Samsung beach volleyball sponsorship in Brazil; Measurement guidelines; Measurement tools. - In a world of switched-off and disenchanted consumers, the time is right for a new approach to communicating with customers. Passion Branding is that approach. Centred on a passionate relationship between brand and consumer and the leverage of that passion in order to create value for all involved in the relationship, Passion Branding can be a great way to drive brand awareness at a fraction of the cost of traditional advertising, particularly for brands that don't enjoy high emotional affinity with customers. Drawing on major case studies from around the world (including Shell and Ferrari, Hy
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| ISBN | 0470850523
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