Brand Fans
Lessons from the World's Greatest Sporting Brands
Paperback
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ISBN-13:
9783319840321
Veröffentl:
2018
Einband:
Paperback
Erscheinungsdatum:
03.05.2018
Seiten:
260
Autor:
Aaron C. T. Smith
Gewicht:
341 g
Format:
210x148x15 mm
Sprache:
Englisch
Beschreibung:
Combining the latest branding research with a diverse range of powerful case examples, this book reveals the cutting edge techniques of value co-creation, personalisation and customer engagement employed by sport¿s leading brands. Based on the transferable lessons that emanate from these practices, Brand Fans explores and illuminates how firms can cultivate connected fans and lifelong advocates, while building brand equity exponentially in the process. This is a book that will appeal to scholars and practitioners alike, as well as anyone fascinated by modern marketing, consumer relationships and branding.
Reveals the cutting edge branding, value co-creation and customer engagement techniques professional sport employs
Chapter 1 Introduction - Crowdsourcing Brand Equity.- Chapter 2 Pitch Partners- Customers as Players and Collaborators.- Chapter 3 Unlimited Users: The Rise of Consumer-Generated Content.- Chapter 4 Connected Communities- Icons and Tribalism.- Chapter 5 Passionate Partisans- Lifelong Loyalty.- Chapter 6 Dynamic Data- Branding the Digital Drive.- Chapter 7 Enhanced Experiences - Enlisting the Fanatic.- Chapter 8 Conclusion- Future Brand Fans.
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