Burger Peter és Papp-Váry Árpád (2024) Brand Building for a Product That Nobody Wants to Buy - Unveiling the xtraordinary Transformation in the Tire Industry. In: Branding in the academic and business world – Future challenges – BBU Day of Hungarian Science. Budapesti Gazdasági Egyetem, Budapest, pp. 36-49. ISBN 978-615-6342-86-7
Előnézet |
Szöveg
Peter Burger– Árpád Papp-Váry - Brand Building for a Product That Nobody Wants to .pdf - Megjelent verzió Download (1MB) | Előnézet |
Abstract
Tires, the unassuming black, rounded products with a hole in the middle, epitomize one of the most mundane and low involvement commodities, notorious for a lacklustre purchasing experience. It is akin to selling headaches expensive, time consuming, unpre dictable, and unpleasant. Yet, mastering the art of selling tires suggests an ability to sell anything. In this article, we embark on an exploration of the remarkable brand evolution within the tire industry. We unravel the extraordinary journey of Pirelli , which defied expectations, rising to become one of the most iconic, globally recognized, and even sexiest brands. This journey is revealed by reviewing case studies from real activations in the past and recent years on Pirelli's evolution from a tire manufacturer to a prestigious luxury brand, showcasing the profound impact of emotional branding and customer experience in reshaping a product. As a result, the reader should have a glimpse of how emotional branding leads to consumer loyalty and achieves substantial financial success. Pirelli's triumph provides invaluable insights for enterprises aiming to elevate their b rands beyond core products, underscoring the crucial role of emotions and experiences in contemporary marketing approaches. The strategies and innovations embraced by Pirelli offer an inspirational blueprint for transforming a basic product into a globally coveted, luxury driven brand that thrives on emotions.
Tudományterület / tudományág
társadalomtudományok > gazdálkodás- és szervezéstudományok
Intézmény
Budapesti Gazdasági Egyetem
| Mű típusa: | Könyv része | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Szerző publikációban használt neve: |
|
|||||||||
| Kulcsszavak: | Emotional Branding, Brand Equity, Brand Loyalty, Marketing, Tire, Sponsorship, Partnership, Co-branding | |||||||||
| Felhasználó: | Eszenyi-Bakos Kinga | |||||||||
| DOI azonosító: | https://doi.org/10.29180/978-615-6342-86-7_3 | |||||||||
| Rekord készítés dátuma: | 2024. Szep. 09. 10:25 | |||||||||
| Utolsó módosítás: | 2024. Szep. 09. 10:25 | |||||||||
| URI: | https://publikaciotar.uni-bge.hu/id/eprint/2292 |
Actions (login required)
 |
Tétel nézet |
