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About this item
Highlights
- At the core of this book is an inspiring ideal: that for both commercial and social reasons, brands need the courage to stand for something, rather than responding to the latest consumer whim.
- About the Author: Helen Edwards is a London Business School MBA and PhD with 16 years' experience working with brands, including Johnson & Johnson, Unilever and BT.
- 320 Pages
- Business + Money Management, Advertising & Promotion
Description
About the Book
This fresh and original take on branding is soundly based on academic theory and extensive original research. Packed with global cases, practical tools, models, and frameworks, this work shows how to create a brand that is credible and desirable.Book Synopsis
At the core of this book is an inspiring ideal: that for both commercial and social reasons, brands need the courage to stand for something, rather than responding to the latest consumer whim.
Faced with crowded markets, flat growth and growing consumer cynicism, brand marketers are looking for ways to deepen the emotional connection between brands and consumers. Through interviews and case studies, Creating Passion Brands demonstrates how belief-led brands like Google, Innocent, Zara and Camper have outstripped the growth of their peers by igniting passion among employees and consumers alike. They are passion brands and show the way forward for marketing in the 21st century. Drawing on the very latest academic research and Millward Brown's unique global research into brand value, this book reveals a systematic approach to the business of creating a passion brand from an existing brand. Always vivid and often contentious, Creating Passion Brands explores what really counts at the heart of branding today.Review Quotes
"This book is a perfect example of thinking outside the box. Edwards and Day have provided one of the most innovative, intriguing business books of the season." -- Kirkus Reviews
"Edwards and Day make an exceptionally literate case for their position. We highly recommend this book to all branding and marketing specialists." -- getAbstract.com
About the Author
Helen Edwards is a London Business School MBA and PhD with 16 years' experience working with brands, including Johnson & Johnson, Unilever and BT. She lectures on brand management at London Business School.
Derek Day has 25 years' experience working with brands, most recently as JWT's Worldwide Creative Director for Unilever. He has won creative and effectiveness awards for his work on Mercedes-Benz, BT, The Co-operative Bank and the Health Education Authority.Dimensions (Overall): 8.7 Inches (H) x 5.98 Inches (W) x .65 Inches (D)
Weight: .96 Pounds
Suggested Age: 22 Years and Up
Sub-Genre: Advertising & Promotion
Genre: Business + Money Management
Number of Pages: 320
Publisher: Kogan Page
Format: Paperback
Author: Helen Edwards & Derek Day
Language: English
Street Date: January 30, 2007
TCIN: 93118640
UPC: 9780749447625
Item Number (DPCI): 247-11-2227
Origin: Made in the USA or Imported
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Shipping details
Estimated ship dimensions: 0.65 inches length x 5.98 inches width x 8.7 inches height
Estimated ship weight: 0.96 pounds
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