Brand Fans
Lessons from the World's Greatest Sporting Brands
Buch in deiner Nähe kaufen
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.
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 Highlights the agile and novel methods used to meet consumer expectation and cultivate unprecedented brand value Explains how the best sporting enterprises have co-created economic, social and symbolic value through intense partnerships with their consumers
Autor*in
Aaron C.T. Smith
Themen in »Brand Fans«
sports enterprise value creation customer engagement loyalty competitive advantage technology communication