Brand Fans
Lessons from the World's Greatest Sporting Brands
Business & Finance, Marketing & Sales, Research, Customer Service
| Author: | Aaron C.T. Smith, Constantino Stavros, Kate Westberg | ISBN: | 9783319488547 |
| Publisher: | Springer International Publishing | Publication: | January 20, 2017 |
| Imprint: | Palgrave Macmillan | Language: | English |
| Author: | Aaron C.T. Smith, Constantino Stavros, Kate Westberg |
| ISBN: | 9783319488547 |
| Publisher: | Springer International Publishing |
| Publication: | January 20, 2017 |
| Imprint: | Palgrave Macmillan |
| Language: | English |
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.
