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

Couverture souple

ISBN 10 : 0749443995 ISBN 13 : 9780749443993

Editeur : Kogan Page, 2005

Synopsis

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.

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
• Date d'édition: 2005
• Langue: anglais
• ISBN 10: 0749443995
• ISBN 13: 9780749443993
• Reliure: Broché
• Nombre de pages: 256
• Éditeur: IND Nicholas
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible