Brand Fans Lessons from the World's Greatest Sporting Brands
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 transferabl
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BRAND FANS Lessons from the World’s Greatest Sporting Brands
Brand Fans
Aaron C.T. Smith • Constantino Stavros • Kate Westberg
Brand Fans Lessons from the World’s Greatest Sporting Brands
Aaron C.T. Smith RMIT University Melbourne, Victoria, Australia
Kate Westberg RMIT University Melbourne, Victoria, Australia
Constantino Stavros RMIT University Melbourne, Victoria, Australia
ISBN 978-3-319-48853-0 ISBN 978-3-319-48854-7 (eBook) DOI 10.1007/978-3-319-48854-7 Library of Congress Control Number: 2017930175 © The Editor(s) (if applicable) and The Author(s) 2017 This work is subject to copyright. All rights are solely and exclusively licensed by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Cover illustration: Dmytro Aksyonov Printed on acid-free paper This Palgrave Macmillan imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
To James and Sophie—Kate Westberg With love to my best fans, my family—Constantino Stavros To Bob, who taught me that branding is the mind’s sport—Aaron Smith
Contents
1 Introduction: Crowdsourcing Brand Equity 1 Introduction: Celebrate the Brand Fanatic 1 Sport Means Winning 4 Work in Symbols 7 Meet the Greats 11 Find the Lessons 15 Conclusion: Move from Emotion to Engagement 18 References 19 2 Pitch Partners: Customers as Players and Collaborators 25 Introduction: Move Closer 25 Step Up to the Plate 27 Clarify the Brand Image 32 Focus on Value Co-creation 34 Make the Customer Part of the Brand Team 40 Design Compelling Value Propositions 43 Extend Brand Reach 45 Facilitate Brand Fan Communities 48 Leverage the Value Network 51 Conclusion: Entangle Customers 53 References 54 vii
viii Contents
3 Unlimited Users: The Rise of Consumer-Generated Content 57 Introduction: Unleashing the Consumer 57 Encourage Customer Contributions to the Brand Experience 59 Recruit and Reward 63 Provide a Space 66 Cr
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