Creating Passion Brands: Getting to the Heart of Branding
The subject of branding has sparked a flood of writing,
including this book. It is why brands should go beyond rational marketing to
include emotion and ideology. The authors, Helen Edwards and Derek Day explain
branding from a European perspective. They include a section on branding criticisms
from the sociological and economic perspectives. The authors combine research
with real-life case studies to create recommendations. These are both engaging
and practical. The book describes detailed procedures and checklists for
marketing managers. They can use these to develop a "passion brand."
Some scholars disagree on the usefulness of cause-branding. But Edwards and Day
present a case to support their point of view. All branding and marketing
professionals should read this book.
