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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, perso
In Corporate Branding in Facebook Fan Pages: Ideas for Improving Your Brand Value, the authors show how companies can improve their brand value by fostering the
Transmedia storytelling is defined as a process where integral elements of fiction get dispersed systematically across multiple delivery channels to create a un
A young woman tells a focus group that Diet Coke is like her boyfriend. A twenty-something tattoos the logo of Turner Classic Movies onto his skin. These consum
Discover how brands are created, managed, differentiated, leveraged, and licensed Whether your business is large or small, global or local, this new edition of
