Passion branding

Harnessing the power of emotion to build strong brands

Neil Duffy, Jo Hooper

262 pages, parution le 17/07/2003

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Indisponible

Résumé

This book is ESSENTIAL READING!

Why?

Because:

It is illustrated with examples of successful sponsorship, cause and other emotion-related marketing programmes from around the world including Coca-Cola and Hyundai's sponsorship of the 2002 Soccer World Cup, Shell Ferrari F1, HSBC Global Education Challenge, Mastercard Major League Baseball, Flora London Marathon, Guinness Rugby World Cup, Proudly South African and Laureus
Includes "leading thoughts" from the some of the worlds leading Passion Branders: Coca-Cola, Mastercard, Diageo, Unilever, IOC, FIFA, Laureus, Octagon, Red Mandarin, Momentum and Velocity
It provides marketers with the tools and insights to persuade their boards that the huge spending commitment involved in sponsorship is worthwhile
It includes the latest thinking vis-à-vis sponsorship's role as a brand-building and multi-faceted marketing tool
It provides the important measurement tools of the return on investment and valuation methodologies including Octagon South Africa and Nota Bene's evalu8

Passion Branding: A New Way of Marketing
The Passion Economy: A New way of Thinking
Building Brands in the Passion Economy
Passion Branding: More than Just Brand Building
Passion Platforms
Strategic Passion Branding Management
Measurement - Accountability and Return on Investment
A Changing Landscape: Some Challenges to Manage

L'auteur - Neil Duffy

Neill Duffy, together with colleague Stewart Banner, combined his passion for media and sport to start what is now Octagon South Africa, the country's leading sports and event marketing consultancy. Octagon has been named as 2001 and 2002 Financial Mail AdFocus Specialist Agency of the Year and are thought leaders in the area of sponsorship marketing. It employs over 100 staff in offices in Johannesburg, Cape Town and Durban. Neill is Group Managing Director.
Octagon Worldwide works with over 100 major brands, global and regional events, star athletes and television properties including the likes of MasterCard, Guinness, BMW, Coca-Cola, Vodafone, World Cup Soccer, Olympic Games, Rugby World Cup, World Cup Cricket, Western Union World of Soccer, World of Rugby, FA Cup, Gravity Games, FIM World Superbike Champs, Anna Kournikova and Lleyton Hewitt.
He has also been intimately involved in the sports broadcast media, having commentated and presented sport on television and radio for over 12 years.

L'auteur - Jo Hooper

Jo Hooper has spent 8 years at Octagon South Africa and is currently responsible for Strategic Planning and Research.
Working together with Neill, Jo has been instrumental in developing many of Octagon South Africa's proprietary sponsorship tools including Game Plan and evalu8 and has worked closely with a diverse range of clients including the Cape Town 2004 Olympic Bid, Coca-Cola, Castle Lager (SAB Miller), Major League Baseball, Engen Petroleum (Petronas) and Old Mutual.

Caractéristiques techniques

	PAPIER
Éditeur(s)	Wiley
Auteur(s)	Neil Duffy, Jo Hooper
Parution	17/07/2003
Nb. de pages	262
Format	16 x 23,5
Couverture	Broché
Poids	515g
Intérieur	Noir et Blanc
EAN13	9780470850527
ISBN13	978-0-470-85052-7