By Aaron C.T. Smith, Constantino Stavros, Kate Westberg

ISBN-10: 3319488538

ISBN-13: 9783319488530

ISBN-10: 3319488546

ISBN-13: 9783319488547

Combining the newest branding examine with a various variety of strong case examples, this publication unearths the innovative recommendations of price co-creation, personalisation and purchaser engagement hired by means of sport’s prime manufacturers. according to the transferable classes that emanate from those practices, Brand fanatics explores and illuminates how enterprises can domesticate attached enthusiasts and lifetime advocates, whereas development model fairness exponentially within the procedure. this can be a e-book that may attract students and practitioners alike, in addition to a person enthusiastic about smooth advertising, patron relationships and branding.

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

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Opportunities for value co-creation arise by augmenting the core consumption experience; in the case of sport team brands, the game itself. In the National Hockey League (NHL), the Los Angeles Kings joined forces with global electronics brand, Toshiba, AEG (a sport entertainment business), and the Staples Center venue to launch “LA Interactive”, a destination for fans to come together before, during, or after the game to interact with each other or with exclusive content provided by the team including photos, game statistics, and highlights.

Sport consumer typologies: A critical review. Sport Marketing Quarterly, 12(4), 206–216. tv. (2016). The value of a Super Bowl ad. html. Accessed 1 Sept 2016. uk. (2013). Kate Middleton and Prince William’s royal baby given miniature Aston Villa kit by Premier League club. Available at: http://www. html. Accessed 1 Sept 2016.  J. (2005). Shopping, tourism, retailing and leisure. Buffalo: Channel View Publications. , & Baer, R. (2001). Building service brands via social identity: Lessons from the sports marketplace.

For example, while airlines can no longer, due to safety concerns, invite premium passengers and their children into the cockpit, they offer customers elegant lounges and branded merchandise. Similarly, fashion brands allow key clients a chance to sample designs before others and retailers have adopted terms, such as “VIP” and “exclusive”, to offer privileged experiences to audiences they feel instigate or reflect desirable trends. 42 Brand Fans Successful sport brands aspire to get closer to their fans, and to get their fans closer to the brand.

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Brand Fans: Lessons from the World's Greatest Sporting Brands by Aaron C.T. Smith, Constantino Stavros, Kate Westberg


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