Brand fans : lessons from the world's greatest sporting brands
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 practi...
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| Main Authors | , , |
|---|---|
| Format | Electronic eBook |
| Language | English |
| Published |
Cham, Switzerland :
Palgrave Macmillan,
[2017]
|
| Subjects | |
| Online Access | Full text |
| ISBN | 9783319488547 9783319488530 |
| Physical Description | 1 online resource (x, 249 pages) : illustrations |
Cover
Table of Contents:
- 1: Introduction: Crowdsourcing Brand Equity; Introduction: Celebrate the Brand Fanatic; Sport Means Winning; Work in Symbols; Meet the Greats; Find the Lessons; Conclusion: Move from Emotion to Engagement; References; 2: Pitch Partners: Customers as Players and Collaborators; Introduction: Move Closer; Step Up to the Plate; Clarify the Brand Image; Focus on Value Co-creation; Make the Customer Part of the Brand Team; Design Compelling Value Propositions; Extend Brand Reach; Facilitate Brand Fan Communities; Leverage the Value Network; Conclusion: Entangle Customers; References; 3: Unlimited Users: The Rise of Consumer-Generated Content; Introduction: Unleashing the Consumer; Encourage Customer Contributions to the Brand Experience; Recruit and Reward ; Provide a Space; Create and Curate; Share Brand Stories; Entrust Brand Fans; Leverage the Fan Voice; Conclusion: Co-creation to Co-branding; References; 4: Connected Communities: Icons and Tribalism; Introduction: Cradle to Grave; Build Resilient Brands; Use New Communities and Old Thinking (or Old Communities and New Thinking); Turn Advocacy into Action; Cede Control; Untangle the Gridlock; Make Everyone a Winner; Create Tribal Teamwork; Make Tribes Louder; Conclusion: Find the New Disneyland; References; 5: Passionate Partisans: Lifelong Loyalty; Introduction: Get Ahead of the Curve; Make Passionate Partisans; Ride the Bumps with Grin; Do Not Hide; Segment for Growth; Make Everyone a VIP; Multiply Media and Saturate Sponsors; Locate the Connection, Influence, and Persuasion Trinity; Conclusion: Give and You Shall Be Given; References; 6: Dynamic Data: Branding the Digital Drive; Introduction: Start with New Normal; Embrace the Digital Dynamic; Transform Consumers into Directors; Make Content Experiential; Use Superdata to Find the Digital Consumer; Measure and Escalate Relevance; Accept Real-Time Branding; Package the Virtual for Real (Branding); Practice Failing Forward; Locate the Brand Fan; Work on Who They Think They Are; Make Old Fans Part of New Media; Conclusion: Make the Brand a Digital Destination; References; 7: Enhanced Experiences: Enlisting the Fanatic; Introduction: Engage and Enhance; Convert Loyalty into Fanaticism; Augment Experiences; Modularise Branding; Access the Mobile Mind; Pull, Do Not Push; Find a Platform; Create a Social Network; Make Strategic Social Choices; Leverage the Links; Find a Social Media Identity; Engage the Social Conscience; Conclusion: The Augmented Brand Fan; References; 8: Conclusion: Future Brand Fans; Introduction: The Sporting Touch; Virtual Brand Fans; Branding in a Cloudy Future: The Digital Mesh; Wearable and Comparable; Contingent Consumption Experiences; Advanced AI and Autonomous Behaviour; Lessons in Anticipating Sport's Branding Future; Conclusion: Brand Fan's Future; References; Index.