Brand fans : lessons from the world's greatest sporting brands / Aaron C.T. Smith, Constantino Stavros, Kate Westberg.
Smith, Aaron, 1972- author.; Stavros, Constantino, author.; Westberg, Kate, author.
2017
HF4999.2-6182
Available Online

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Title Brand fans : lessons from the world's greatest sporting brands / Aaron C.T. Smith, Constantino Stavros, Kate Westberg.
Author Smith, Aaron, 1972- author.
ISBN 9783319488547 (electronic book)
3319488546 (electronic book)
3319488538
9783319488530
9783319488530
3319488538
DOI https://doi.org/10.1007/978-3-319-48854-7
Published Cham, Switzerland : Palgrave Macmillan, [2017]
Copyright ©2017
Language English
Description 1 online resource (x, 249 pages) : illustrations
Other Standard Identifiers 9783319488530
10.1007/978-3-319-48854-7 doi
Call Number HF4999.2-6182
Dewey Decimal Classification 658.8343
Summary Annotation 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 Fansexplores 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.
Note Annotation 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 Fansexplores 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.
Bibliography, etc. Note Includes bibliographical references. and index.
Access Note Access limited to authorized users.
Digital File Characteristics text file PDF
Source of Description Description based on print version record.
Added Author Stavros, Constantino, author.
Westberg, Kate, author.
Available in Other Form Brand fans.
Linked Resources Online Access
Record Appears in Online Resources > Ebooks
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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.

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 a 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 a 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: A Brand Fan's Future; References; Index.

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