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Creating Passion Brands : How to Build Emotional Brand Connection with Customers

By: Helen Edwards Derek Day (Author)

Ksh 5,220.00
Format :

Format(s): DRM PDF

ISBN-13: 9780749446024

Publisher: Kogan Page

Imprint: Kogan Page

Publication Date: September 3rd, 2005

Country of Publication: GB

Language: English

Pages: 320

Physical Edition EAN: 9780749447625

Category: Sales & marketing management , Advertising

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  • Author Bio

At the core of this book is an inspiring ideal: that for both commercial and social reasons, brands need the courage to stand for something, rather than responding to the latest consumer whim.Faced with crowded markets, flat growth and growing consumer cynicism, brand marketers are looking for ways to deepen the emotional connection between brands and consumers. Through interviews and case studies, Creating Passion Brands demonstrates how belief-led brands like Google, Innocent, Zara and Camper have outstripped the growth of their peers by igniting passion among employees and consumers alike. They are passion brands and show the way forward for marketing in the 21st century.Drawing on the very latest academic research and Millward Brown's unique global research into brand value, this book reveals a systematic approach to the business of creating a passion brand from an existing brand. Always vivid and often contentious, Creating Passion Brands explores what really counts at the heart of branding today.

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