Creating passionbrands [electronic resource] : getting to the heart of branding / Helen Edwards and Derek Day.

By: Contributor(s): Material type: TextTextPublication details: Sterling, Va. : Kogan Page Limited, c2005.Edition: 1st edDescription: xii, 244 pSubject(s): Genre/Form: DDC classification:
  • 658.8/343 22
LOC classification:
  • HD69.B7 E38 2005eb
Online resources:
Contents:
From understanding to obsession -- The five symptoms of malaise of consumer-led brands -- Why brands need belief -- Why passive belief won't do -- Just another brand, or a passionbrand? -- Creating passionbrands : the journey starts here -- Corner no 1 : ideology -- Corner no 2 : capability -- Corner no 3 : consumer -- Corner no 4 : environment -- Marketing imagination and the passionpoint -- From identity to reality : six guiding principles -- Leading from the heart.
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Includes bibliographical references and index.

From understanding to obsession -- The five symptoms of malaise of consumer-led brands -- Why brands need belief -- Why passive belief won't do -- Just another brand, or a passionbrand? -- Creating passionbrands : the journey starts here -- Corner no 1 : ideology -- Corner no 2 : capability -- Corner no 3 : consumer -- Corner no 4 : environment -- Marketing imagination and the passionpoint -- From identity to reality : six guiding principles -- Leading from the heart.

Electronic reproduction. Palo Alto, Calif. : ebrary, 2009. Available via World Wide Web. Access may be limited to ebrary affiliated libraries.

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