Creating Passion Brands —— How to Build Emotional Brand Connection with Customers

----- 创造有热情的商标：怎样将富有感情的商标与顾客心理联系起来

ISBN: 9780749447625 出版年：2005 页码：257 Edwards, Helen Day, Derek Kogan Page

Chapter - 00: Introduction Section - ONE: Why Chapter - 01: From understanding to obsession Chapter - 02: The five symptoms of malaise of consumer-led brands Chapter - 03: Why brands need belief Chapter - 04: Why passive belief won't do Chapter - 05: Just another brand - or a Passionbrand? Section - TWO: How Chapter - 06: Creating Passionbrands: the journey starts here Chapter - 07: Corner no 1: ideology Chapter - 08: Corner no 2: capability Chapter - 09: Corner no 3: consumer Chapter - 10: Corner no 4: environment Chapter - 11: Marketing imagination and the Passionpoint Chapter - 12: From identity to reality: six guiding principles Chapter - 13: Leading from the heart