Passion Branding
Subtitle: Harnessing the Power of Emotion to Build Strong Brands
Publisher: Wiley
Published: September 8, 2003
Language: eng
Number of pages: 264
ISBN-13: 9780470850527
First sentence: 'Passion branding: a relationship between a brand and its consumers around a consumer passion, and the leverage of that passion in order to create stakeholder value'
Description: This book is ESSENTIAL READING! WHY? Because: It is illustrated with examples of successful sponsorship, cause and other emotion-related marketing programmes from around the world including Coca-Cola and Hyundai℗s sponsorship of the 2002 Soccer World Cup, Shell Ferrari F1, HSBC Global Education Challenge, Mastercard Major League Baseball, Flora London Marathon, Guinness Rugby World Cup, Proudly South African and Laureus Includes "leading thoughts" from the some of the worlds leading Passion Branders: Coca-Cola, Mastercard, Diageo, Unilever, IOC, FIFA, Laureus, Octagon, Red Mandarin, Momentum and Velocity It provides marketers with the tools and insights to persuade their boards that the huge spending commitment involved in sponsorship is worthwhile It includes the latest thinking vis--̉vis sponsorship℗s role as a brand-building and multi-faceted marketing tool It provides the important measurement tools of the return on investment and valuation methodologies including Octagon South Africa and Nota Bene℗s evalu8 _