01706nam a2200337Ia 4500 ebr10096177 CaPaEBR m u cr cn||||||||| 050404s2005 vau sb 001 0 eng d 2005009398 0749443707 CaPaEBR CaPaEBR (OCoLC)559924871 HD69.B7 E38 2005eb 658.8/343 22 Edwards, Helen, 1965- Creating passionbrands [electronic resource] : getting to the heart of branding / 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. local Day, Derek, 1949- ebrary, Inc. http://site.ebrary.com/lib/rucke/Doc?id=10096177 An electronic book accessible through the World Wide Web; click to view 98571 98571