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Beyond Branding: How the New Values of Transparency and Integrity are Changing the World of Brands - Softcover

 
9780749443993: Beyond Branding: How the New Values of Transparency and Integrity are Changing the World of Brands
Softcover
ISBN 10: 0749443995 ISBN 13: 9780749443993
Verlag: Kogan Page, 2005

Inhaltsangabe

In response to the growing 'anti-globalization' movement and the perception that brands are manipulative and demeaning, Beyond Branding argues that branding is neither inherently good nor evil. It shows that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing. True business value is created by open, transparent and honest relationships.

Beyond Branding explores responsibility in the context of brands: why do some brands behave ethically and others not? Why do some brands engage their employees and others manipulate them? Based on the latest research and using international case studies, this book covers new ways to measure value, the responsible use of power, leadership and how it can balance ethics, reality and vision, authenticity, *the role of NGOs, engaging consumers in ethical issues- and the overall business benefits of 'open' branding.

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Über die Autorin bzw. den Autor

Nicholas Ind is a corporate branding and communication consultant. He is the author of a number of business books including: Living the Brand, The Corporate Image and Great Advertising Campaigns. He has also written a biography of Terence Conran.

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Verlag
Kogan Page
Erscheinungsdatum
2005
Sprache
Englisch
ISBN 10 
0749443995
ISBN 13 
9780749443993
Einband
Taschenbuch
Anzahl der Seiten
256
Herausgeber
IND Nicholas
Kontakt zum Hersteller
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Verantwortliche Person
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