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.
Table of Contents
Chapter 1 Introduction – Crowdsourcing Brand Equity.- Chapter 2 Pitch Partners– Customers as Players and Collaborators.- Chapter 3 Unlimited Users: The Rise of Consumer-Generated Content.- Chapter 4 Connected Communities– Icons and Tribalism.- Chapter 5 Passionate Partisans– Lifelong Loyalty.- Chapter 6 Dynamic Data– Branding the Digital Drive.- Chapter 7 Enhanced Experiences – Enlisting the Fanatic.- Chapter 8 Conclusion– Future Brand Fans.