Cause Related Marketing (CRM) can be defined as a strategic positioning tool which links a company or brand to a relevant charity or cause in a partnership for mutual benefit. CRM can enhance corporate reputation, raise brand awareness, increase customer loyalty, build sales, create press coverage and more. This book explains the concept of CRM and its place within the context of current thinking on branding. Drawing on the authors' long experience in the advertising and charity industries and illustrating its concepts with relevant case histories, Brand Spirit demonstrates how a marketer can harness the power of CRM for a product, service or corporate brand. (barnesandnoble.com)