Passionbrands: getting to the heart of branding

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.

Citation

Edwards, H. and Day, D. (2005), "Passionbrands: getting to the heart of branding", Young Consumers, Vol. 6 No. 3, pp. 41-43. https://doi.org/10.1108/17473610510701188