Beyond Branding - Couverture rigide

Ind, Nicholas

Couverture rigide

ISBN 10 : 0749441151 ISBN 13 : 9780749441159

Editeur : Kogan Page Ltd, 2003

Synopsis

The book 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 contemporary 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; and the business benefits of "open" branding.

A propos du livre

À propos de l?auteur

Nicholas Ind is an associate professor at Kristiania University College, Oslo and a partner in Equilibrium Consulting. Previously he ran Icon Medialab's brand consultancy arm in Sweden. He is a former director of the Design Business Association (UK), a member of the advisory board of Corporate Reputation Review and of the editorial board of the Journal of Brand Management. Nicholas Ind was a founder member of the Medinge Group, an international branding think tank. Nicholas is the author of eleven books including Beyond Branding, Living the Brand and Brand Together (all published by Kogan Page). He also co-edited Brands with a Conscience.

Détails de l'édition

• Éditeur: Kogan Page Ltd
• Date d'édition: 2003
• Langue: anglais
• ISBN 10: 0749441151
• ISBN 13: 9780749441159
• Reliure: Relié
• Nombre de pages: 254
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible