Spirit of the brand Related target marketing how to build a brand

Author: (American) Peter Pringle
Publisher:
Publishing Time: Not available
Features: This book offers an in-depth observation of the significant and growing field of marketing, demonstrating the necessity of aligning the good causes and objectives pursued by business companies. Both sides must understand the minds and thoughts of consumers within a social context. This pioneering work explains the reasons and techniques, and is highly readable。——Nick Phillips, Chairman of the London Association of Advertising Practitioners World-renowned companies such as Johnson & Johnson, Microsoft, Coca-Cola, Intel, 3M, Sony, and HP not only consider their own interests but also take into account the interests of consumers and society as a whole. These companies are famous not only because of their high-quality products and excellent service but also because of their widely praised corporate social responsibility and charitable activities. The reputation and credibility of these companies indeed contribute to their financial success. Because consumers are always seeking new values that go far beyond the functional performance of products or rational benefits such as practical issues, and even beyond the emotional and psychological aspects of brand personality and image, consumers are looking for spiritual needs such as belonging, self-respect, and self-actualization. This book is a masterpiece in the field of brand building. By definition, cause-related marketing can be seen as a strategic positioning tool that links a company or brand to relevant charitable or social causes, forming partnerships for mutual benefit. Cause-related marketing can enhance a company's reputation, increase brand awareness, boost customer loyalty, expand sales, and even trigger media coverage. In a highly competitive environment, customers' demands for companies and their products have gone beyond practical issues like product performance and even more emotional aspects like brand personality and image. Questions have been raised about the role of business organizations in society, and people are seeking signs of companies as good citizens. These developments have profound implications for how we think about brands and brand building. To remain competitive, marketers will have to find ways to add new types of value to their brands, meeting customers' emerging needs for higher-level image attributes. Some companies and brands have strong belief systems that fulfill this need, while many others fail to do so. For most companies, cause-related marketing programs provide the fastest and most cost-effective way to enhance brand status and gain the necessary beliefs, as long as they are conducted with integrity and fulfill their promises. This book explains the concept of cause-related marketing and illustrates its role in the current overall thinking about brand building. Drawing on extensive experience in advertising and philanthropy, the author uses relevant case studies to elaborate on the concept. The Spirit of the Brand demonstrates the power of cause-related marketing in driving products, services, or corporate brands.