Best practice - Participation brands: linking up the value chain for the 21st century

Discusses a new development in branding theory, the `participation brand'. This takes relationship branding a stage farther.

Participation Brands: Linking Up the Value Chain for the 21st Century

The idea of 'the brand' is one of the great organising principles of modern life, linking as it does social trends and values with the goods and services people buy. This article describes the latest development in branding theory, the 'participation brand', an idea that takes relationship marketing one stage further. This new phase has important implications for how brand owners develop and exploit their brands

Olivia HeywoodandMarco Rimini

The new brand relationship built at the end of the last century has had a big impact on...

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