Brand Spirit: How Cause Related Marketing Builds Brands

Brand Spirit: How Cause Related Marketing Builds Brands

by Marjorie Thompson (Author), Hamish Pringle (Author)

Synopsis

The only guide to understanding and making the most of one of the hottest trends in branding today Nothing builds brand loyalty among today's increasingly skeptical, hard-to-please consumers like a proven commitment to a worthy cause on the part of a company. Known as Cause Related Marketing (CRM), this approach to branding has gained a great deal of momentum over the past decade, thanks, in no small part, to such recent, notable examples as McDonald's commitment to saving the rain forests and BMW's breast cancer fund-raising initiatives. Now, in the first book to explore the business benefits of CRM and its positive and negative impacts on business strategy, two experts explain the concept and fundamental principles of CRM and its place within the contemporary discourse on branding. And, with the help of numerous, fascinating, and instructive case studies, they demonstrate how marketers can harness the power of CRM to position and enhance customer loyalty to a brand, product, or service. Hamish Pringle (London, UK) is a Principal in Brand Beliefs, Ltd. Marjorie Thompson (London, UK) is with Saatchi & Saatchi.

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More Information

Format: Hardcover
Pages: 306
Edition: 1st
Publisher: John Wiley & Sons
Published: 26 Mar 1999

ISBN 10: 047198776X
ISBN 13: 9780471987765

Author Bio
HAMISH PRINGLE, formerly Vice-Chairman of Marketing at Saatchi & Saatchi has now formed his own consultancy, Brand Beliefs Limited. He has been Chairman of the IPA Advertising Effectiveness Committee and is also past Chairman of the UK communications industry charity NABS. MARJORIE THOMPSON is Director of Saatchi & Saatchi Cause Connection. Prior to this she was Communications Director of the Commission for Racial Equality. Previously she was Chair of the Campaign for Nuclear Disarmament and has been an advisor to the Royal College of Nursing.