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.
eBook - PDF
Brand Fans
Lessons from the World's Greatest Sporting Brands
- 254 pages
- English
- PDF
- Available on iOS & Android
eBook - PDF
Brand Fans
Lessons from the World's Greatest Sporting Brands
About this book
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Table of contents
- Contents
- 1: Introduction: Crowdsourcing Brand Equity
- 2: Pitch Partners: Customers asĀ Players andĀ Collaborators
- 3: Unlimited Users: TheĀ Rise ofĀ Consumer-ĀGenerated Content
- 4: Connected Communities: Icons andĀ Tribalism
- 5: Passionate Partisans: Lifelong Loyalty
- 6: Dynamic Data: Branding theĀ Digital Drive
- 7: Enhanced Experiences: Enlisting theĀ Fanatic
- 8: Conclusion: Future Brand Fans
- Index
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Yes, you can access Brand Fans by Aaron C.T. Smith,Constantino Stavros,Kate Westberg in PDF and/or ePUB format, as well as other popular books in Business & Customer Relations. We have over 1.5 million books available in our catalogue for you to explore.