Brand Fans Lessons from the World's Greatest Sporting Brands /

• Main Authors: Smith, Aaron C.T (Author), Stavros, Constantino (Author), Westberg, Kate (Author)
• Corporate Author: SpringerLink (Online service)
• Format: Electronic eBook
• Language: English
• Published: Cham : Springer International Publishing : Imprint: Palgrave Macmillan, 2017.
• Subjects: Business.; Market research.; Customer relations > Management.; Sports > Economic aspects.; Business and Management.; Customer Relationship Management.; Market Research/Competitive Intelligence.; Sports Economics.

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,...

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.