Brand Spirit: How Cause Related Marketing Builds Brands / Edition 1

Brand Spirit: How Cause Related Marketing Builds Brands / Edition 1

by Hamish Pringle, Marjorie Thompson
     
 

Cause Related Marketing (CRM) can be defined as a strategic positioning tool which links a company or brand to a relevant charity or cause in a partnership for mutual benefit. CRM can enhance corporate reputation, raise brand awareness, increase customer loyalty, build sales, create press coverage and more. This book explains the concept of CRM and its place within… See more details below

Overview

Cause Related Marketing (CRM) can be defined as a strategic positioning tool which links a company or brand to a relevant charity or cause in a partnership for mutual benefit. CRM can enhance corporate reputation, raise brand awareness, increase customer loyalty, build sales, create press coverage and more. This book explains the concept of CRM and its place within the context of current thinking on branding. Drawing on the authors' long experience in the advertising and charity industries and illustrating its concepts with relevant case histories, Brand Spirit demonstrates how a marketer can harness the power of CRM for a product, service or corporate brand.

Product Details

ISBN-13:
9780471499442
Publisher:
Wiley
Publication date:
01/28/1999
Edition description:
PAPERBACK
Pages:
306
Product dimensions:
6.26(w) x 8.62(h) x 0.77(d)

Table of Contents

CAUSE RELATED MARKETING.
Cause Related Marketing Defined.
THE PRE-CONDITIONS FOR CAUSE RELATED MARKETING.
The Commodity Threat and the Importance of Loyalty.
Communications Clutter and Expert Consumers.
Maslow's Hierarchy of Needs and the Loss of Trust.
The Diana Effect and the Opportunity for Brands.
THE THIRD WAVE IN BRANDING.
Brands and Anthropomorphy in Branding.
The Three Waves in Branding.
The Power of Belief Systems.
THE ESSENTIALS OF CAUSE RELATED MARKETING.
Differentiating CRM from 'Charity Promotions'.
The Nature of Giving.
Making a Commercial Case for CRM.
Charity or Cause?
CREATING A CRM CAMPAIGN.
Preliminary Stages in Developing a CRM Campaign.
Establishing the 'Territory'.
Developing a CRM Concept.
Creating a CRM Campaign.
Crystallizing a CRM Campaign.
Media Neutrality and Corporate Body Language.
CRM and the Digital Revolution.
Measurement.
GETTING DOWN TO IT.
Implementing CRM on a Grand Scale.
Implementing CRM on a Smaller Scale.
CRM's PAST AND FUTURE.
Charity Culture.
Victorian Paternalism to 20th Century Philanthropy.
The Company Town.
'Nanny State' to 'Stakeholder Society'.
The Millennium Effect.
Closing Ethos Quote.
Index.

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