Brand Desire av Nicholas Ind, Oriol Iglesias

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<b>Using internationally-recognized case studies, including brands such as BMW and Burberry, this book explains how companies can use specific strategies and tools to develop and maintain brand desire among new and existing customers.</b><b>Desire is big business.</b> If companies can create true desirability for their brands, customers will not only express preference and loyalty, they also show a willingness to act as brand champions, participate in online communities, co-create innovative ideas, and show the sort of commitment that is normally associated with fervent employees.<b>However, desire doesn''t just happen.</b> Brands need to nurture it by offering both security and surprise. This isn¿t just about marketing, but rather a reflection of an organization-wide culture and perspective. Using international case studies, <i>Brand Desire</i> explains how companies can engage customers emotionally and create value for them. Managers can successfully build and maintain brand desire t