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Duffy, Neill

Passion Branding: Harnessing the Power of Emotion to Build Strong Brands

Duffy, Neill - Passion Branding: Harnessing the Power of Emotion to Build Strong Brands, ebook

46,20€

Ebook, PDF with Adobe DRM
ISBN: 9780470869406
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Printing79 pages with an additional page accrued every 10 hours, capped at 79 pages
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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, Hyundai and the FIFA World Cup, and Guinness and the Rugby World Cup) as well as interviews with top practitioners, Neill Duffy introduces Passion Branding, shows why it is about much more than simple sponsorship, and details the many areas in which this versatile business tool can play a role.

Keywords: BUSINESS & ECONOMICS / Marketing / General BUS043000

Author(s)
 
Publisher
John Wiley and Sons, Inc.
Publication year
2004
Language
en
Edition
1
Page amount
264 pages
Category
Economy
Format
Ebook
eISBN (PDF)
9780470869406
Printed ISBN
9780470850527

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