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...