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Passionbrands: getting to the heart of branding

Passionbrands: getting to the heart of branding Introduces the passionbrand concept: it is a brand that arouses passionate advocacy in both consumers and employees. Focuses on the case of Camper shoes, a family business based in Majorca that thoroughly communicates its enthusiasm for walking – slowly. Shows how the brand qualities of comfort, simplicity, sturdiness and durability are reflected in the shoes themselves, in the company website and booklets, and in the name itself, which means “Peasant”. Relates this to the brand’s authenticity and integrity, as a timeless and anti‐fashion product which involves the imaginative reworking of a design aesthetic in traditional rustic materials. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Young Consumers: Insight and Ideas for Responsible Marketers Emerald Publishing

Passionbrands: getting to the heart of branding

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Publisher
Emerald Publishing
Copyright
Copyright © 2005 Emerald Group Publishing Limited. All rights reserved.
ISSN
1747-3616
DOI
10.1108/17473610510701188
Publisher site
See Article on Publisher Site

Abstract

Introduces the passionbrand concept: it is a brand that arouses passionate advocacy in both consumers and employees. Focuses on the case of Camper shoes, a family business based in Majorca that thoroughly communicates its enthusiasm for walking – slowly. Shows how the brand qualities of comfort, simplicity, sturdiness and durability are reflected in the shoes themselves, in the company website and booklets, and in the name itself, which means “Peasant”. Relates this to the brand’s authenticity and integrity, as a timeless and anti‐fashion product which involves the imaginative reworking of a design aesthetic in traditional rustic materials.

Journal

Young Consumers: Insight and Ideas for Responsible MarketersEmerald Publishing

Published: Jun 1, 2005

Keywords: Brands; Shoes

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