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Beyond Branding
How the New Values of Transparency and Integrity are Changing the World of Brands
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.
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What Reviewers Are Saying
"This is an inspiring book, a plea for the new approach - one that does not just put the heart back into brand planning, but puts the brand back at the heart of the organization. It will help you think differently about brands." * Marketing magazine * "Beyond Branding widens the narrow worldview of brands: one which is short-termist, shareholder focused, narcissistic and communications led." * Commerce & Industry * "Based on international case studies, this book uses all the latest research." * The Bookseller *