The topic of branding has inspired an outpouring of writing, including this book about why brands should move beyond the boundaries of rational marketing into emotion and ideology. Authors Helen Edwards and Derek Day thoroughly cover high-end branding, with a European perspective. They even include a section of sociological and economic criticisms of branding. They blend appropriate academic research with actual case studies, so their recommendations are both interesting and applicable. They devote the second half of the book to specific procedures and checklists that dedicated marketing managers can use to create a "passionbrand." While scholars and commentators differ about the applicability and desirability of cause-based branding, Edwards and Day make an exceptionally literate case for their position. getAbstract highly recommends this book to all branding and marketing specialists.
In this summary, you will learn
- What a "passionbrand" is;
- How to calculate brand "voltage;"
- What problems marketers face with "customer-centric" brands; and
- How to make your brand into a passionbrand.
About the Authors
Helen Edwards lectures on brand management at the London Business School and has worked at a senior level at many international companies. Derek Day has 30 years' experience working with brands in all product sectors. He won several awards for his creative work in marketing.