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

  • PDF / 1,798,998 Bytes
  • 254 Pages / 419.58 x 612.28 pts Page_size
  • 111 Downloads / 206 Views

DOWNLOAD

REPORT


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