How Cause Related Marketing Builds Brands
Brand Spirit by Hamish Pringle
Book DescriptionThe 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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Book DetailsISBN: 9780471499442
(222mm x 152mm x 19mm)
Imprint: John Wiley & Sons Ltd
Publisher: John Wiley and Sons Ltd
Publish Date: 17-Jan-2001
Country of Publication: United Kingdom
Books By Author Hamish Pringle
Spending Advertising Money in the Digital Age, Paperback (December 2011)
Proposes a model, F A I P A, for media and communications planning that describes how to select the right media channel to promote a brand from the many that are available, and if you are employing a range of bought, owned and earned media, which to concentrate on, and how to allocate the budget between them.
Celebrity Sells, Paperback (March 2004)
Celebrities have always captured the imagination of the public. In todaya s age of consumerism, their ability to influence our behaviour can be seen worldwide. Harnessing this power can reap huge rewards for business -- the Jamie Oliver campaign helped turn around Sainsbury's fortunes, with the return on investment estimated at GBP27.
Brand Manners, Paperback (March 2003)
This book explains that a customera s perception of the quality of service received in a given situation is almost entirely a function of their pre--existing expectations created by the brand.
Brand Soul, Hardback (March 1999)» View all books by Hamish Pringle
Cause Related Marketing (CRM) is a technique used by companies to build a relationship or partnership with a "good cause" for mutual benefit. This book explains the concept of CRM and its place within the context of thinking on branding.
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Author Biography - Hamish Pringle
MARJORIE THOMPSON is Director of Saatchi and Saatchi Cause Connection. Prior to this she was Communications Director of the Commission for Racial Equality. Previously was Chair of the Campaign for Nuclear Disarmament and has been an advisor to the Royal College of Nursing. HAMISH PRINGLE, formerly Vice-Chairman of Marketing at Saatchi and Saatchi 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.
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