Passion Branding: Harnessing the Power of Emotion to Build Strong Brands

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Chapter 7 Measurement accountability and return on investment. Chapter 8 A changing landscape some challenges to manage. Appendix Thought leaders pen pictures.


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  5. Octagon has been named as and Financial Mail AdFocus Specialist Agency of the Year and arethought leaders in the area of sponsorship marketing. It employsover staff in offices in Johannesburg, Cape Town and Durban.

    Neill is Group Managing Director. Table of contents Reviews Acknowledgements.

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    Building Brands in the Passon Economy. Strategic Passion Branding Management. Measurement—Accountability and Return on Investment Chapter 8. A Changing Landscape—Some Challenges to manage.

    Passion Branding: Harnessing the Power of Emotion to Build Strong Brands

    Thought Leaders' Pen Pictures. Change in usage is modified by market sector and not all brands can expect their sponsorships to produce the same positive usage effects. Easy to change market sectors are more sensitive to these sponsorship effects. However, that is not to say that it cannot be done.

    Day 9 of 21 Days of Branding - What is your "WHY"? learn more about passion brand

    Passion Scan found that currently sport sponsorships tend to be more effective than cultural or cause related campaigns in bringing about increased usage where passion for the activity rises. Since the causes covered in Passion Scan elicited higher levels of passion overall than sporting activities, tremendous potential exists to improve the leveraging of these sponsorships to have a greater impact on usage and brand loyalty.

    This is especially true in a market such as South Africa, where companies are under increasing pressure to demonstrate their corporate social responsibility credentials as evidence of their commitment to improving the future of South African society, and cause related marketing initiatives are therefore more relevant than ever as an area for future marketing exploitation whilst also serving a corporate social investment role.

    Only then can a brand truly harness the power of fan emotion as a means by which to enhance brand equity.