Brand Fans: Lessons from the World's Greatest Sporting Brands

by Kate Westberg, Aaron C T Smith, Constantino Stavros, et al.

Book Overview

Chapter 1 Introduction - Crowdsourcing Brand Equity.- Chapter 2 Pitch Partners- Customers as Players and Collaborators.- Chapter 3 Unlimited Users: The Rise of Consumer-Generated Content.- Chapter 4 Connected Communities- Icons and Tribalism.- Chapter 5 Passionate Partisans- Lifelong Loyalty.- Chapter 6 Dynamic Data- Branding the Digital Drive.- Chapter 7 Enhanced Experiences - Enlisting the Fanatic.- Chapter 8 Conclusion- Future Brand Fans.

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• Format: Paperback
• Language: English
• ISBN: 3319840320
• ISBN13: 9783319840321
• Release Date: May 2018
• Publisher: Palgrave MacMillan
• Length: 249 Pages
• Weight: 0.69 lbs.
• Dimensions: 0.6" x 5.8" x 8.3"