Edwards, Helen, 1965-
Creating passionbrands getting to the heart of branding / [electronic resource] : Helen Edwards and Derek Day. - 1st ed. - Sterling, Va. : Kogan Page Limited, c2005. - xii, 244 p.
Includes bibliographical references and index.
From understanding to obsession -- The five symptoms of malaise of consumer-led brands -- Why brands need belief -- Why passive belief won't do -- Just another brand, or a passionbrand? -- Creating passionbrands : the journey starts here -- Corner no 1 : ideology -- Corner no 2 : capability -- Corner no 3 : consumer -- Corner no 4 : environment -- Marketing imagination and the passionpoint -- From identity to reality : six guiding principles -- Leading from the heart.
Electronic reproduction.
Palo Alto, Calif. :
ebrary,
2009.
Available via World Wide Web.
Access may be limited to ebrary affiliated libraries.
Brand name products.
House brands.
Electronic books.
HD69.B7 / E38 2005eb
658.8/343
Creating passionbrands getting to the heart of branding / [electronic resource] : Helen Edwards and Derek Day. - 1st ed. - Sterling, Va. : Kogan Page Limited, c2005. - xii, 244 p.
Includes bibliographical references and index.
From understanding to obsession -- The five symptoms of malaise of consumer-led brands -- Why brands need belief -- Why passive belief won't do -- Just another brand, or a passionbrand? -- Creating passionbrands : the journey starts here -- Corner no 1 : ideology -- Corner no 2 : capability -- Corner no 3 : consumer -- Corner no 4 : environment -- Marketing imagination and the passionpoint -- From identity to reality : six guiding principles -- Leading from the heart.
Electronic reproduction.
Palo Alto, Calif. :
ebrary,
2009.
Available via World Wide Web.
Access may be limited to ebrary affiliated libraries.
Brand name products.
House brands.
Electronic books.
HD69.B7 / E38 2005eb
658.8/343