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Beyond branding: How the New Values of Transparency and Integrity are Changing the World of Brands
Beyond Branding shows that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing. In response to the growing ‘anti-globalisation’ movement and the perception that brands are manipulative and demeaning, Beyond Branding ar...
| Κύριος συγγραφέας: | |
|---|---|
| Μορφή: | Printed Book |
| Έκδοση: |
New Delhi
Kogan Page India
2008
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| Θέματα: |
| LEADER | 02153nam a22001937a 4500 | ||
|---|---|---|---|
| 020 | |a 9780749442125 | ||
| 082 | |a 658.827 |b IND | ||
| 100 | |a Ind, Nicholas |9 117 | ||
| 245 | |a Beyond branding: |b How the New Values of Transparency and Integrity are Changing the World of Brands | ||
| 260 | |a New Delhi |b Kogan Page India |c 2008 | ||
| 300 | |a xiii+236p. | ||
| 520 | |a Beyond Branding shows that branding can benefit employees, customers and investors if managers rethink their fundamental assumptions about brands and marketing. In response to the growing ‘anti-globalisation’ 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, the contributors cover: 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; the business benefits of ‘open’ branding. Nicholas Ind Nicholas Ind is a writer and brand consultant based in Scandinavia. He is the author of a number of business books including The Corporate Image, Great Advertising Campaigns, Branding Governance and The Corporate Brand. He has also written a biography of Terence Conran. Find out more at www.nicholasind.com; www.livingthebrand.org | ||
| 650 | |a Brand name products. |9 118 | ||
| 650 | |a Branding (Marketing) |9 119 | ||
| 650 | |a Product management |9 120 | ||
| 650 | |a Brand choice. |9 116 | ||
| 942 | |c BK | ||
| 999 | |c 186594 |d 186590 | ||
| 952 | |0 0 |1 0 |4 0 |6 658_827000000000000_IND |7 0 |8 NFIC |9 185298 |a SMBS |b SMBS |c GEN |d 2015-06-02 |g 295.00 |l 0 |o 658.827 IND |p SMBS4286 |r 2015-06-02 |w 2015-06-02 |y BK | ||