Brand Fans: Lessons from the World's Greatest Sporting BrandsCombining 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. |
Contents
| 1 | |
Pitch Partners Customers as Players and Collaborators | 25 |
Unlimited Users The Rise of ConsumerGenerated Content | 56 |
Connected Communities Icons and Tribalism | 89 |
Passionate Partisans Lifelong Loyalty | 125 |
Other editions - View all
Brand Fans: Lessons from the World's Greatest Sporting Brands Aaron C.T. Smith,Constantino Stavros,Kate Westberg No preview available - 2017 |
Brand Fans: Lessons from the World's Greatest Sporting Brands Aaron C T Smith,Constantino Stavros,Kate Westberg No preview available - 2019 |
Common terms and phrases
Accessed 6 Sept activities athletes augmented authenticity become behaviours brand communities brand equity brand experience brand fans brand managers branding strategy broadcast Championship channels competition connections consumer’s consumption experience Cowboys create Cristiano Ronaldo customer engagement customers customised Dallas Cowboys deliver devices emotional ences enhanced entertainment example Facebook fan community FC Barcelona FIFA global highlights identification innovation Instagram interaction League lessons leverage loyalty Manchester United merchandise messages mobile NASCAR offer opportunities passionate partisans personalised play players powerful professional sport Real Madrid real-time relationship Research season share smart phones social media social media platforms social networks sponsors sport brands sport consumers sport fans Sport Management Sport Marketing sport organisations sport teams stadium Successful sport brands sumers supporters team’s tickets tion traditional tweets Twitter users value co-creation virtual World Cup YouTube