Romancing the brand how brands create strong, intimate relationships with customers
A young woman tells a focus group that Diet Coke is like her boyfriend. A twenty-something tattoos the logo of Turner Classic Movies onto his skin. These consumers aren't just using these brands. They are engaging in a rich, complex, ever-changing relationship, and they'll stay loyal, resi...
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| Formato: | Libro electrónico |
| Idioma: | Inglés |
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San Francisco, California :
Jossey-Bass
2014.
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| Edición: | First edition |
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| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009627875806719 |
| Sumario: | A young woman tells a focus group that Diet Coke is like her boyfriend. A twenty-something tattoos the logo of Turner Classic Movies onto his skin. These consumers aren't just using these brands. They are engaging in a rich, complex, ever-changing relationship, and they'll stay loyal, resisting marketing gimmicks from competitors and influencing others to try the brand they love. How can marketers cultivate and grow the deep relationships that earn this kind of love and drive lasting success for their brands? In Romancing the Brand, branding expert Tim Halloran reveals |
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| Notas: | Includes index. |
| Descripción Física: | 1 online resource (275 p.) |
| Bibliografía: | Includes bibliographical references and index. |
| ISBN: | 9781118828977 9781118828960 |
