In a world of switched-off and disenchanted consumers, the time is right for a new approach to communicating with customers. Passion Branding is that approach. Centred on a passionate relationship between brand and consumer and the leverage of that passion in order to create value for all involved in the relationship, Passion Branding can be a great way to drive brand awareness at a fraction of the cost of traditional advertising, particularly for brands that don't enjoy high emotional affinity with customers. Drawing on major case studies from around the world (including Shell and Ferrari, Hyundai and the FIFA World Cup, and Guinness and the Rugby World Cup) as well as interviews with top practitioners, Neill Duffy introduces Passion Branding, shows why it is about much more than simple sponsorship, and details the many areas in which this versatile business tool can play a role.Table 7.4 Brand Health Prompted -- Monitors. ... Not Exposed % Exposed % Not Exposed % Exposed % Not Exposed % Samsung 89 93 20 21 63 32 33 17 LG 83 83 29 19 37 ... Reprinted with permission from Samsung Total % Exposed % Not Exposed % It doesna#39;t show any problem/faults Repairing/Not easily broken/ Never needed assistance 36 30 46 Is ... a long time 20 18 23 Monitora#39;s Characteristics/Flat screen/Bigger screen/Transparent 13 14 12 Well known brand 12 14 8 Goodanbsp;...
|Author||:||Neill Duffy, Jo Hooper|
|Publisher||:||John Wiley & Sons - 2004-11-19|