CRM can be defined as the activity by which a company with an image, product or service to market builds a relationship or partnership with a “cause” or a number of “causes” for mutual benefit. It should enhance corporate reputation, raise brand awareness, increase customer loyalty, build/increase sales, create press coverage. In an environment of intense competition the consumer requirements of companies and their brands are going beyond the practical issues or product performance and the more emotional aspects of brand personality and image. People are asking questions about the role of commercial organizations in society and are looking for demonstrations of good corporate citizenship. These developments have profound implications for our thinking about brands and branding. In order to remain competitive, marketers will have to find ways of adding new sorts of values to their brands to satisfy the emerging consumer demand for “higher order” image attributes. Whilst some companies and brands already have a strong “belief system” which fulfills this need, many do not and, for the majority of them, a Cause Related Marketing (CRM) programme represents the quickest and most cost-effective way to acquire the necessary “credo” to enhance their brand position. This book explains the concept of CRM and its place within the context of thinking on branding, and demonstrates how a marketeer can harness its power for a product, service or corporate brand.
Book Details:
- Author: Hamish Pringle
- ISBN: 9780470360125
- Year Published: 2001
- Pages: 306
- BISAC: BUS058000, BUSINESS & ECONOMICS/Sales & Selling / General
About the Book and Topic:
CRM can be defined as the activity by which a company with an image, product or service to market builds a relationship or partnership with a “cause” or a number of “causes” for mutual benefit. It should enhance corporate reputation, raise brand awareness, increase customer loyalty, build/increase sales, create press coverage. In an environment of intense competition the consumer requirements of companies and their brands are going beyond the practical issues or product performance and the more emotional aspects of brand personality and image. People are asking questions about the role of commercial organizations in society and are looking for demonstrations of good corporate citizenship. These developments have profound implications for our thinking about brands and branding. In order to remain competitive, marketers will have to find ways of adding new sorts of values to their brands to satisfy the emerging consumer demand for “higher order” image attributes. Whilst some companies and brands already have a strong “belief system” which fulfills this need, many do not and, for the majority of them, a Cause Related Marketing (CRM) programme represents the quickest and most cost-effective way to acquire the necessary “credo” to enhance their brand position. This book explains the concept of CRM and its place within the context of thinking on branding, and demonstrates how a marketeer can harness its power for a product, service or corporate brand.
This book will be an excellent addition to the growing marketing list. It takes the issues of brands one step further in a direction being set by the current business environment.
This book takes the issues of brands one step further in a direction being set by the current business environment. This is the first book to look at the business benefits of CRM and how ethical branding can impact business strategy(revealing both positive and negative implications). Relevant case histories provide practical examples of the theoretical points being made, e.g. The “Diana Effect” and the effect of ethical branding, e.g. Body Shop (environmental issues), McDonalds (saving rain forests), BMW (Breast Cancer fund raising), Marks & Spencer (Children’s Society), VISA (“Read me a Story”– US literacy campaign), AMEX (Statue of Liberty). * Draws on the authors’ long experience in the advertising and charities industries. * Explains how CRM should enhance corporate reputation, raise brand awareness, increase customer loyalty, build/increase sales, and create press coverage.
About the Author
MARJORIE THOMPSON is Director of Saatchi & Saatchi Cause Connection. Prior to this she was Communications Director of the Commission for Racial Equality. Previously she 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 & Saatchi has now 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.